Shoppers seek High Street names online
3 December 2003
New research has discovered that consumers prefer to shop online at sites of well-known high-street retailers.
The poll from online insurer Directline.com found that consumers were more likely to buy online from a 'household name' retailer rather than a relatively unknown dot.com e-tailer without a physical presence in the high street.
61 per cent of those questioned opted for a brand with offline operations compared to 20 per cent who said they were happy to buy via an unknown online retailer.
Even if an unknown e-tailer was part of a standards or kitemark scheme, few shoppers indicated they would use the site.
Richard Coombe, head of e-commerce at Direct Line, commented: 'The results of this survey strongly reflect that consumers continue to need brand reassurance when making a purchase online.'
The results point to a profitable Christmas for high street retailers' online offerings.
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