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Report underlines importance of ‘Super Shoppers’

A new report has revealed that around a fifth of UK consumers account for nearly three quarters of all retail spend.

The study, conducted by Deloitte, shows that this demographic increasingly makes their purchases using mobile devices, such as a tablet or smartphone.

Known as Super Shoppers, this group accounts for 70 per cent of all UK retail spending, which is equivalent to more than £200 billion in 2013. This is despite the fact that they make up less than a fifth of the overall population.

The report also found that these consumers are twice as likely as others to do their shopping on a mobile phone or tablet using impressive online retail features like click and collect.

What’s more, Super Shoppers are said to be 30 per cent more likely to do research online before visiting a store.

And the report also confirmed that the online sphere is playing an increasingly important role in the retail process.

Research found that three-quarters of consumers turn to online marketplaces, review and price comparison sites to help them make informed decisions about their shopping.

Reflecting on the situation, Tanya Lawler, vice-president of eBay in the UK, said: “Customers are in the driving seat and pushing retailers for ever higher standards of service and greater convenience.

“Customers fully expect your store and online channels to be joined up and can have little patience if they aren’t.

“For example, they want to collect in store or return via the store, even if they bought online.”

She added that retailers in the UK will be working this year to introduce new omnichannel services as a means of boosting their online operation, which is increasingly important to the overall health of their business.

This comes shortly after it was revealed that online retail sales grew by 16 per cent last year, reaching £91 billion.