Ruth Mitchell

Retailers given further website warning

EXPERTS are again warning High Street retailers to have an adequate website or face loosing millions of pounds in revenue from lost footfall if the snow continues over the next fortnight.

That is the view of Directors at online shopping directory, who say retailers can work to minimise their losses by ensuring savings are passed on to online shoppers.

Simon Crisp, a director at, said: “Those who have inadequate websites will fail to build on the loyalty their High Street brand has developed.

“If consumers find their online presence is confusing, less value for money than in-shop, or – worst of all – does not appear safe, then they will go elsewhere.”

The last Saturday of pre-Christmas shopping was decimated by heavy snowfall and the effect it had on traffic and shoppers, with at least one major retailer reported to have lost £5 million.

Last year’s snowfall saw a decrease in footfall of up to 26%, according to figures released at the time by the British Retail Consortium.

Mr Crisp added: “If the same happens when the sales come, it could prove devastating for retailers. If nobody is coming through the doors, the only place they will bring revenue in is through the internet.

“Online consumers are choosy, particularly because they fear fraud more than they would when paying over the counter.

“Webmasters whose sites are not up to scratch should be burning the midnight oil to get things in line ready for the sales, and making sure that customers can get a good deal online, even if they are confined to the home with the leftover turkey and stuffing.”

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