Click and collect is third most popular digital service, behind online banking and online shopping, according to new research from Fujitsu.
The study into the UK’s digital landscape highlights retail as a sector at the forefront of digital services but one which must maintain a mix of face-to-face and digital service if it’s going to thrive.
Digital Inside Out revealed that retail is now delivering a true omni-channel experience, allowing customers to shop how and when they want.
“We are speeding towards a digital-first Britain. From click and collect through to renewing our road tax online, the wealth of digital services available has driven great behavioural change in the UK,” said Michael Keegan, chief executive officer UK & Ireland, Fujitsu.
“We are now more confident in our ability to use the services offered, we understand the benefits and as such, it is consumers themselves pushing organisations to create a digital future.”
Yet, while there were clear cut winners in the race to digital stardom, there are still many barriers which are preventing the UK becoming a truly digital-first nation, said Fujitsu.
Looking at sectors, Brits were quick to point out those they would like to see further improvement in, with both Local (24%) and, to a lesser extent, Central Government (20%) named as the two key sectors that must improve quickly to remain relevant.
While vertical sectors have work to do on their digital offerings, talking to those who never use digital services (12%) a myriad of issues blocking a digital future appear. Over a third (37%) simply prefer human interaction, while one in five had concerns about security and 15% felt they were too complicated and didn’t know how to use them.
“While Britain is on the right path for digital greatness, the message here is clear – education is essential. For Britain to become truly ‘digital by default’ organisations from the Government to private organisation bodies, must work together to ensure digital inclusion is a reality for all,” said Neil Crockett, CEO, Digital Catapult.
“Only by collaborating and facing this issue head-on can we ensure Britain becomes a digital-first nation, taking its place on the world stage as a leader in digital services and an example to the rest of the world.”
Education is key to ensuring the future of digital is secure in the UK, and for many, is something that is currently lacking. Only a quarter (26%) felt that enough was being done across the UK to educate citizens on digital services, while 54% said they would like to see the Government do more to prepare us for a digital future. A third of respondents said they believe the organisation providing the service should be the one to educate them.
“The UK’s digital future is, in some ways, just beginning. For it to continue at this pace, organisations have a responsibility to continue creating digital services that simplify the customer experience,” said Keegan.
“At the same time, there is little evidence to suggest that the UK will become a digital-only nation; instead, citizens have shown a desire for access to a wealth of services, across all channels, enabling them to make their own decisions on the digital services they adopt and when they chose to do so.”