A survey by OnePoll claims that on-line retailers have made things cheaper (56%) and more convenient (80%). However, websites are still missing out to bricks and mortar stores because they are failing to inspire shoppers who enjoy browsing. 38% of those polled cited finding ‘inspiration’ as the main reason to shop on the High Street compared to just one in five who go on-line.
A third of shoppers will give up browsing a website after 10 minutes if they can’t find what they want. Some give up even quicker. They are prepared to spend considerably longer browsing physical stores if the store provide the inspiration and shelf edge information that they want to make a good buying decision.