A new report has indicated that Britain’s consumers could be set for a high-tech Christmas, with retailers investing in technology to enhance the shopping experience.
Research carried out by Virgin Media Business found 61 per cent of flagship chain stores on London’s Oxford Street – the capital’s main retail thoroughfare – offered an m-commerce service, while 46 per cent had launched a smartphone application. Niketown, meanwhile, has installed touch-screen terminals at 23 per cent of its outlets.
“Christmas is one of the most profitable seasons for retailers. Last year’s online Christmas sales hit 2.8 billion pounds, up 44 per cent from the year before,” said Virgin Media Business customer service director Phil Stewart. “But it’s a multi-channel approach that will hone and improve the customer experience and ultimately make a retailer successful.”
Mr Stewart added that by embracing both in-store and online technology, retailers and consumers alike can reap the rewards. He pointed out that with more shoppers turning to the internet, bricks-and-mortar stores need find ways of ensuring they continue to attract punters.
A recent poll from Lightspeed Research for Retail Gazette suggested British shoppers had not cut back on their spending over the Halloween period, although more than half of those questioned said they did not intend to celebrate the event itself.
