Nearly a quarter of Yorkshire consumers have their spending influenced by retailers’ websites, according to business advisory firm Deloitte.

Its research also shows that retailers who embrace the web are reaping massive rewards, with multi-channel shoppers who surf the web, search catalogues and check prices with call centres spending 80 per cent more than those who just shop in stores.

Deloitte said multi-channel consumers spend 82 per cent more per transaction than a customer who only shops in store. The average expenditure on clothing, home and electrical goods is £116 per transaction compared with £64 for store-only customers.

Dan Butters, retail specialist at Deloitte in Leeds, said: “The commercial imperative for retailers to tackle multi-channel and the incentive for getting it right is clear.

“The multi-channel consumer is particularly well informed about the products they buy and this greater confidence is resulting in a higher value and a higher volume of purchases. The digital revolution in retail is at a tipping point, with people expecting to shop through any channel and receive consistent service.

“There are already examples of UK retailers doing well in multi-channel, but the overriding feeling is that there are many more opportunities to grow.

“This is particularly the case for those retailers able to respond quickly to customers changing buying habits between channels, for example, the recent growth of clothing online.”

The research also found that, by value, 38 per cent of all retail transactions across the clothing, electrical and home sectors are now influenced by the internet, with 21 per cent coming from direct online purchases, while 17 per cent are ‘multi-channel’ transactions.

Electricals is the most multi-channel category, with 62 per cent of transactions influenced by online, in comparison to 37 per cent of homeware purchases and 26 per cent of clothing transactions.

Multi-channel consumers also spend an average of £238 per transaction on electrical goods, against £160 for those shopping in store. For homeware this was £143 against £83 in store with clothing transactions averaging £65 against £52 in store.

Mr Butters said: “Consum-ers have been relatively slow to switch to buying clothes online but as retailers improve their website’s visual merchandising and offer free and easy returns this is changing fast.

“Clothing consumers in the 25 to 34 age range are the most multi-channel with 27 per cent influenced by online. This age group is served by some of the best online retailers and also tend to live their lives online via Smartphones and social networks.

“Retailers will also need to look at their investment plans. As the UK retail industry faces a period of weaker demand and slower growth, multi-channel is an area where retailers have genuine opportunity to grow. Operating across multiple channels is no longer something for the wish list, it is the cost of doing business.”