lucy tesseras

It may not be a groundbreaking discovery considering the complete transformation the retail world has undergone in the past few years, but it represents a massive opportunity and highlights the need for brands to realign the way they communicate with potential customers to make sure they are reaching them in the most timely, accurate and engaging way.

The research underlines the growing dominance of online retail versus the high street, with 36 per cent claiming to do the majority of their shopping online.

The amount spent online in also increasing, doubling from £53 a month per shopper in 2003 to £113 a decade later, and it is only set to rise further as over a quarter of shoppers say they will spend more online this year than they ever have before.

The study, which was conducted by broadband comparison site and represents the views and buying habits of 2,000 UK shoppers, emphasises the need for brands to have a well-executed digital marketing strategy with a clear call to action and a seamless ecommerce experience.

Mobile in particular should play an instrumental role in the way brands communicate with consumers, but all too often the experience is let down by poor website design and inconsistent brand messaging.

I often use my phone when buying goods online – even at home as it is easier and more convenient than firing up my laptop – but all too often the site isn’t mobile-enabled so is impossible to navigate, or is a watered-down version of what can be found on the desktop.

The mobile is the only connected device consumers have by their side practically 24 hours a day so it should be a top priority for brands, but while many have stepped up their approach there are still too many that haven’t.

The rise of digital doesn’t necessarily mean the death of the high street – the research reveals that 32 per cent of UK consumers still do the majority of their shopping in physical stores – but if brands ignore the online experience and fail to communicate effectively with customers through digital channels they will get left behind by frustrated consumers who can just as easily go elsewhere.