John Lewis said it has seen a huge rise in the number of orders collected from store confirming its view that the future for retail is 'clicks and bricks'.
It said 40 per cent of its online purchases are collected rather than delivered to homes compared to 27 per cent last year.
In its 41-page report 'How We Shop, Live, Look' it says it analysed data from the past year that showed 42 per cent of online traffic now comes from smartphones and tablet computers. The number is higher for those buying fashion.
It says traffic from smartphones reaches a peak before 9am when its switches to desktop PCs as people arrive at work. Desktop browsing falls away from about 4pm with tablets taking over and peaking around 9pm - particularly during advert breaks in popular TV programmes.
'Whatever the customer’s preference; browsing in a shop, price checking on a desktop PC or buying on a tablet, in-store collection or home delivery, there’s no set path to purchase from John Lewis. The omnichannel approach we’ve developed and refined allows the purchasing route for any item to flow seamlessly across online, mobile and shops,' the department store said in its report.
But it said: 'Contrary to some headlines, we don’t think that online shopping is replacing the high street. In fact, our shoppers tell us that they still enjoy shopping as a leisure activity. John Lewis continues to draw customers into its high street shops with shop sales up three per cent for the first half of 2013.'
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