Changing consumer behaviour demands more efficient web sales strategies, says research

Only a third of people plan the majority of their Christmas shopping online, but retailers still need to adapt to changing consumer demands to remain competitive, says research.

Consumers feel increasingly confident about shopping on the internet - only 39% have fears about security and less than a quarter are worried about not knowing which websites to trust, says the survey of 2,500 UK shoppers by Fujitsu Services.

Some 73 per cent of respondents said they enjoy the convenience of shopping from home or work and 76 oer cent prefer having no crowds to contend with.

“With the internet creating increasingly convenience hungry consumers, high street retailers need to adapt their offering and focus on the customer experience in order to continue to attract Christmas shoppers,” said Fujitsu Services retail industry consultant Sarah Kellett.

“Retailers need to look at how their shopping channels fit into this balance and adapt to the new world of retailing, which includes enabling people to interact with products and providing an ‘in-store theatre’ experience.”