More than a third (35%) of Brits would spend more online if offered better customer advice, according to new research from Avail Intelligence.
The survey of 2,107 adults, conducted by YouGov, showed one in three (30%) still prefer shopping on the high street. When asked why, 47% cited customer care while 35% named access to advice and support.

However, only 5% said they found product pricing to be better on the high street, while 61% found better prices online. In addition, 51% of respondents said the range of products stocked by online retailers was better than the high street with only 13% claiming the opposite was true.

Only 14% thought the ability to find what they wanted was better in a store than online.

When asked where online retailers could make improvements to encourage consumers to spend more, 22% came up with customer care, 14% named pricing and 12% cited advice and support. Product information (10%), navigation (9%) and product range (5%) followed close behind.

Avail Intelligence ceo and co-founder Pontus Kristiansson said: "It's clear that shoppers would spend more online if they had access to the recommendations and advice they currently get when visiting a physical store. The challenge for retailers is offering that without impacting its cost base so much so that it takes away the benefit consumers see in terms of lower prices online."