LONDON – A new retail survey by Squire Sanders, Kantar Retail and the Retail Trust reveals that shoppers in Britain lack loyalty and will ditch a retailer for lower prices and convenience, Retail News reports.

Among the trends for retailers to note:

• Roughly 90% of shoppers showroom, looking at products in a store but completing a purchase later with the cheapest retailer.
• Half of shoppers do not care that online retailers escape paying local taxes, as long as it makes prices cheaper and more convenient for them.
• 60% of consumers prefer multi-channel retailers (those with web and physical stores) for their added convenience and cost savings.
• 70% of consumers prefer shopping in-store.

The report offers retailers advice on how to fight back during times when the consumer is so fickle: Make the most of the in-store experience, offer selective price matching and make sure employees are bright and knowledgeable about store offerings.

Additional recommendations include:

• Multi-channel is key. Shoppers don’t shop channels – they shop retailers and categories. Having both a physical and virtual presence is critical for success.
• Head off showrooming threat. Selective price-matching can help eliminate showrooming.
• Make the most of bricks and mortar. Offer interactivity, theatre, product trialing and sampling in stores, to best leverage the in-store experience.

“Shoppers are relentless in their search for value – both in terms of money and time,” said Bryan Roberts, retail insights director at Kantar Retail. “The proliferation of choice generated through multi-channel, supermarkets and shopping centers, combined with the rampant promiscuity of shoppers in terms of retail repertoire, means that the high street is under unparalleled pressure. If changes — from both local and central government — are not forthcoming, then high street retail as we know it is facing a steady slide into oblivion.”