Online shopping the best way to reach customers

Online shopping is one of most efficient ways to target new customers, according to one industry expert.

Geoff Galat, vice president of marketing and product strategy at Tealeaf, explained that online shopping is “now a real form of doing business” and should form part of marketers’ future plans.

He was speaking after research from the customer experience organisation revealed that £26.5 billion has been spent over the internet in the UK since the start of the year.

The report highlighted the potential for growth in the online shopping sector, but also found that some customers experience problems with internet-based transactions.

Nine out of ten consumers say they have experienced a problem with completing an online purchase.

Mr Galat said that as 52 per cent of Britons say online shopping is their preferred retail experience, businesses “need to pay attention to it”.

“It has to be the only channel for the future because it has lots of efficiencies and in the current financial climate it’s the best way to reach customers and it’s the best way to deliver service,” he concluded.