Is the web killing the high street?

This paper is a result of an internal study conducted by Virtual Surveys to investigate the role of online shopping within the broader retail market.

Is the web killing the high street?

Graeme Lawrence and Helen ClarkVirtual Surveys Limited, United Kingdom


An important starting point that cannot be contested is that online shopping continues to grow and is fully established within the retail framework. As such the web has changed and, most importantly, will continue to change the way consumers shop.

Wherever you look there seems to be some data about the impact of online shopping on the retail industry. Examples include:

  • Estimated £25–30 billion will be spent online in the UK in 2007.

  • 24 million people shopped...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands