According to a recent survey published by YouGov for Avail Intelligence, 35 percent of Britons would spend more online if they were offered better customer care and advice.
The survey, which asked 2,107 people about their shopping habits, found that 30 percent of UK adults still prefer shopping on the high street to shopping online. Of those people, 47 percent prefer the high street for its customer service, while 35 percent like the availability of salespeople to provide guidance.
While 61 percent of respondents feel that prices are better on the high street, survey respondents did concede that online shopping has many advantages. Fourteen percent of the survey's respondents said that it was easier to find what they were looking for online, and 51 percent agreed that the internet offers a much wider range of products.
When asked what online retailers could do to win the loyalty of customers, 22 percent of respondents stated that they might be wooed by improved customer care. Fourteen percent wanted more competitive pricing, 12 percent wanted better customer support and 10 percent wanted more product information. Only 5 percent said online retailers could improve the range of products that they offer consumers.
YouGov is a UK-based marketing research firm that has been conducting polls and surveys about online customer behavior since 2000. The firm operates a panel of 280,000 UK customers representing all age groups, ethnic groups, races and socio-economic groups found throughout Europe.
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