A shopping process that combines the high street, the internet and phone based telecoms is increasingly common, a new report notes.
Krillion and e-tailing group research discovered that cyber telecommunications are increasingly relevant to shoppers, even when their final purchase takes place in-store.
About 55 per cent of people surveyed for the investigation claimed to have bought an item online and picked it up in-store before.
This figure rose to 60 per cent among a group of shoppers deemed to be "web-informed buyers" in the report - a group that spends more than 50 per cent of its shopping time conducting research on the internet.
"Consumers are actively gathering detailed product information, insight from other shoppers and third-party validation from multiple sources - regardless of where they end up consummating the final purchase," said Sherry Thomas-Zon, vice-president of marketing at Krillion.
E-consultancy recently advised Tesco to incorporate enhanced contact options into its web presence, recommending that it enable consumers to direct queries to an e-contact centre as well as a traditional call centre.
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