Integrating Online into the Offline Experience

The internet is not going to disappear anytime soon, in fact quite the opposite; the internet is growing and does so daily at a degree that no business should ignore. As smart phones and the improvements in mobile technology make the lure of 'on the go' surfing increasingly tempting; it is becoming vastly evident that the British high street must now make use of the internet if it intends to survive.

To say that the UK is facing an economic crisis is undoubtedly the understatement of the century but as an increasing proportion of high street retailers now begin to lose out to online shopping; one can only begin to wonder why the internet is not utilised to its maximum potential?

A recent Econsultancy survey revealed that over forty per cent of UK customers use mobile technology whilst on the move to read reviews and compare products. A massive eighty per cent of customers have reserved products whilst online whilst an estimated forty four per cent have ensured they research their purchase before they go in store.  The report is indicative of changing consumer patterns and reveals the changes that businesses will now need to make to cater for a technologically advanced clientele.

The report has made evident that even if a purchase is not made online; the internet is the first point of call for a high street product or service; making a website move from the support pile right into the essential, must have tool box.

As well as a website, it was also suggested that businesses should now use technology to enhance the in store experience; with interactive mirrors and social sharing deemed ideal for high street stores, creating a wow factor and advancing an otherwise, now droll experience.

Renowned retailers across the country, including Argos and Marks and Spencer are now utilising digital platforms to ensure that users are provided an experience that caters to todays every technological need.  Adapting to the internet and in particular; mobile sites, will allow offline retailers to retain appeal and combat the threats they now face.

Full results of the survey can be viewed online however, it is all too clear that offline businesses must now succumb to the lure of the internet or risk falling far below any expectations. Success can now, no longer be achieved without digital support.