65 per cent of British consumers said they would be more likely to buy a product in-store if they could clearly and easily access information about the item in a digital format, new research has found.

A study of more than 2,000 UK shoppers by Pricer found that 57 per cent would like to have more access to product details in addition to pricing.

According to the report, nearly half of Brits would like more digital signage at the shelf-edge to help inform their buying decisions.

“While there is an increasingly growing thirst among shoppers to self-serve digitally in-store, which is prompting an information revolution at the shelf-edge, there is clearly a fine balance to be struck,” said Duncan Potter, chief marking officer, Pricer. “While consumers want to be able to access online product details, look up specifications and reviews and compare pricing, they want this to be served up seamlessly in the aisle without ‘information overload’ kicking in.”

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