Mintel - "Store-based retailers need a multichannel presence"
Almost three quarters use at least one form of home shopping
The finding that three quarters of adults use at least one home shopping channel to select
or order goods stresses the importance of understanding how shoppers use channels in
conjunction with each other. With such high usage penetration levels, no retailer can afford
to ignore the home shopping option.
Use of catalogues features prominently Eight in ten home shoppers make reference to a printed catalogue in the process of selecting and buying goods, making catalogues an essential component of the multichannel offer. Further analysis of this finding breaks down the way in which shoppers use each channel and is shown in the next section of the report.
Nearly six in ten home shoppers use online either to select or to order goods selected through
another channel. Catalogues continue to retain relevance but online is clearly gaining usage
and attractiveness, largely due to increased access to faster connection speeds that make it
easier to use online.
TV also gaining ground Data also confirm the extent of reach of TV shopping among home shoppers. Although TV shopping has the lowest penetration of the three home shopping channels, more widespread access to digital TV through the Freeview terrestrial platform is significantly altering usage patterns.
Mintel (2007) 'Multi-channel Retailing - UK - October 2007', accessed 15/10/2010.