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Just 1% use in-store WiFi to buy products - new survey


In-store WiFi is being touted as a highly viable option for retailers to engage with customer’s but just 1 per cent use existing in-store WiFi to buy products, according to a new report.

The report, of 1,027 UK adults, says there are still many who don’t shop online as the e-commerce experience is “less desirable” than in-store.

“A massive majority of people, 85%, didn’t even use a mobile device for their last purchase and that number is even higher for older age-groups,” explained Heikki Haldre, co-founder and chief executive of “Irrespective of device or shopping location, consumers clearly want the same experience online that they are used to in-store. Resolving these obstacles must be a priority for retailers, or they risk simply changing the device on which their shopper is disappointed.”

The survey also found that Click and Collect was a weaker driver for online apparel shopping with just 6 per cent using the service.

He added: “It’s possible that Click & Collect is still seen by many as an optional extra element in the online buying experience, whereas ‘price’ and ‘delivery’ and ‘time’ are established, integral elements and are therefore awarded more importance.”

92 per cent of respondents said that their most recent online clothes purchase was made from the comfort of their own home while 5 per cent said their most recent purchase was made from work.

A third of respondents admitted to buying multiple sizes at least once to ensure a size would fit. Women are 50 per cent more likely to have done so than men but tend to buy two sizes when they do it. Men are more likely to buy three or more sizes.

According to Mintel, different sizing standards among brands and retailers make online clothes shopping a challenge for six in ten shoppers.

Published on Tuesday 25 February by Editorial Assistant

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