Over 52% of UK shoppers believe that retailers need to offer a more seamless experience between online and offline commerce to retain their custom.

This was one of the key findings from a survey of 1,000 shoppers, conducted by e-commerce agency, PushON, which stated that retailers should invest in technology that enables a better omnichannel experience.

The survey also found that, for more than 82% of the public, shopping in a bricks-and-mortar store is preferential to purchasing online because products can be viewed before a commitment is made to buy.

And this opinion was supported by 45%, who stated they feel more reassured that they’re making the right decision when shopping in store, compared to buying online.

In terms of what would increase shopper's trust in buying from an online store, 40% of consumers highlighted Augmented Reality (AR) technology as a desired fetaure. This was due to the ability to virtually test out a product, mirroring the real-life experience. 

In addition, 32% would like to use online services, such as AI chatbots, to provide instant answers to their questions. This also reflects the in-store experience where customers could talk to a member of staff.

PushON managing director Sam Rutley commented on the findings: “It’s clear from our research that, in order for shoppers to part with their money online, they must receive the same level of reassurance that they would in a bricks-and-mortar store.

“Without the physical ability for customers to experience the tactile nature of a product or to obtain advice from a sales assistant, online retailers must provide the virtual ‘next best thing’ through the implementation of technology.

“From AR enabling a 360-degree view of a product, to AI chatbots allowing for questions to be answered in real-time, brands can now accurately reflect the service provided by a physical store to ensure that they don’t miss out on custom from either entity.”