Before hitting the shops, more of us are checking online for the best deals. A survey has found that on average 72% of British adults who use the Internet compare products online before buying and over 50% are moving towards buying things online. “ The Internet is an extremely Valuable tool for consumers” said Ed Wilkinson, who works for the company behind the survey, “Sites which offer discount vouchers and codes for money off products, or comparison sites are extremely useful for families and consumers shopping on a budget”

Society’s attitudes to shopping has changed, people are looking at online communities to provide feedback about business, rather than approaching the companies themselves. Asda President and Chief Executive Andy Bond believes consumers are losing trust in big corporations and are placing it in family and local communities. He believes that the rise in information available online is to blame, “a rise in consumer knowledge and information shared on the net empowers customers. The way they shape and what they expect from retailers will change”.

Consumers are starting to play a more active role in the prices they pay for items, turning to voucher code sites for money off products and understanding how to use the Internet to find the best deals. Andy Bond suggests that in the future customers will shape businesses and will demand what they want, instead of retailers dictating what customers should want.

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