Do you prefer to shop online or hit the high street?
Online shopping has become a normal part of our lives, with some, myself included, preferring this method as opposed to hitting the high street.
While the growing majority of shoppers rely on their computers, smartphones or tablets to find the best bargains, modern shoppers still like to pound the pavements for a mixture of convenience, glamour and nostalgia.
Whether channelling Clueless’s Cher, Pretty Woman’s Vivienne or the iconic Carrie Bradshaw, eBay research and behavioural expert Judi James have found that for consumers there is still an allure to hitting the high street.
Judi James explains: “Despite online shopping being king, we have seen through our study that UK consumers still love leaving a store with an armful of shopping bags. Online innovation now means the best of both worlds: online choice and convenience and a chance to connect with the high street.”
“Whether it’s emulating Victoria Beckham on her latest shopping spree, or simply the physical excitement of stepping foot inside of a store, we see it’s not just about the convenience that is driving the success of service like Click and Collect across the UK.”
According to research carried out by eBay almost 40% of UK consumers who have bought online in the last year have used Click and Collect services. This has led to the birth of a new breed of shoppers, The Click and Collectors, which can be split into three subgroups.
High-Street Strutters
Celebrity members of this group include Kate Moss, Gwen Stefani, Kim Kardashian.
Taking inspiration from both the silver screen and showbiz pages, this group of fashion forward shoppers enjoy the glamour of being spotted on the high street. For them it’s all about showing off their purchases but merging this with their online habit.
The En Routers
Celebrity members of this group include Elle Macpherson, Coleen Rooney.
For this busy group, it’s all about fitting their shopping into their busy schedule of ferrying the kids around and running errands. They are savvy mums, who will shop online at home but then find the time to pick up their purchases whilst on the school run.”
The Fast Trackers
Celebrity members of this group include Niall Horan, Harry Styles, Jeremy Clarkson, Wayne Rooney.
Typically made up of young males, this group reinforces stereotypes of men hating shopping trips. They will do what they can to avoid being dragged around the shops, but still enjoy spending money. For this reason they take more time researching potential buys online, followed up by a fast tracked collection in store.
Judi James goes on to reveals how it’s the human touch shoppers of 2014 are craving: “The internet offers great variety and choice – we’ve never had so much to choose from, as well as the sheer convenience of online shopping! By having this covered and blending it with the one-on-one interaction and buzz of the high street, Click and Collectors are left feeling satisfied. The high street also offers a sense of nostalgia and tradition which is prevailing in British tech savvy consumers. In a society fuelled by information and stimulus the modern day shopper needs an experience to match this.”
Tagged in fashion