Analytics company Experian says that a new breed of mobile shopper could save the high street. 

In a study, the company says that 10 per cent of consumers check prices of products on smartphones while in-store, to help them make purchasing decisions. 

The company has identified this type of consumer as a multi-channel shopper and says that 31 per cent of UK consumers fall into this category. Most of these consumers are located in the South East of England, according to Experian, and Southall, Harrow, and Wimbledon Village are the top three locations – 66 per cent of shoppers in Southall are multi-channel, says the company. 

Nigel Wilson, Experians managing director of marketing information services in the UK and Ireland, says: “The emergence of a divide between the South East and the remainder of the country in the future prosperity of our high streets is a trend we are seeing. What our research shows is that there are great opportunities out there for retailers who can capitalise on changes in consumer behaviour, wherever they are located. Shoppers still love walking into a store but they are increasingly searching the internet, smartphones and social networks before buying. Retailers ignoring this do so at their peril.”

The top 15 locations for this behaviour are in Greater London, with Hove, Slough, Reading, Oxford, and Edinburgh heading the list of non-London locations. 

Experian argues that there are four distinct groups of multi-channel shopping consumers, which it says has significant implications for marketers. Firstly, there are those who use their phone to supplement in-store research. These are families living with their children. Then there are “forensic fact finders” – young families that make purchase decisions mainly on value and reliability of products. Online reviews and information are therefore of key interest. 

Thirdly, Experian identifies a group it calls “mobile movers” – or new homemakers. These people prefer to receive information on their phone rather than direct mail. Finally, “city clickers” are time-poor young professionals who use their phones to purchase products and manage their finances.  

This data is derived from Experians Mosiac people classification system, which categorises consumers onto 15 socio-economic groups. 

Nigel Wilson says: “Although multi-channel shoppers tend to share some characteristics, our research shows that they are clearly defined groups. This has a real impact for marketers to understand the best channels to reach each section and if high street retailers want to thrive, they need to increase their flexibility and reach across all channels.” 

Experian says that its data represents opportunities for the high street store. 60 per cent of online shoppers have revealed frustration over deliveries arriving whilst they were out, a particular concern for the under 35s, whilst 50 per cent of respondents received products that they didnt feel matched their online description. 

“These factors are driving multi-channel shoppers back to the high street and providing opportunities for retailers who get their strategy right to survive and thrive on the high street,” says Experian.