Highstreet retailers turn to the web and internet advertising
Web users browsing shops websites before offline shopping (John Burns)
Shops benefit from Internet Advertising
An increasing number of retailers are advertising their products online, which has helped boost the industry as a whole.
These are the observations of Hannah Kimuyu, director of paid search at Greenlight, who has noticed a shift towards the online domain from traditional high street companies.
“Burberry, Matthew Williamson and a few others made a point of stepping online to serve the customers’ needs – accepting the fact that customers are using the internet more,” she emphasised.
Customers are using the internet not only to make their purchases, but also to shop around for the best deals and discuss items that may be of interest to them.
The internet also gives consumers a place to browse before they head to the high street, Ms Kimuyu suggested, so internet ads help direct them towards the sort of products they are after.
“Traditionally when the weather is poor people are online because you are already in the house – people do spend a lot of time online when they are confined to their homes,” the expert added.
British shoppers are forking out a typical 31.79 per cent more for goods bought on the high street compared to buying online, latest figures from pricerunner.co.uk show.