MIDDLE-class working women pressed for time were increasingly browsing through digital aisles to do their shopping, results from online retailer HomeChoice showed on Tuesday.Sales via digital channels grew 30% in the year to December and were the group’s fastest-growing platform.HomeChoice sells a range of households goods including bedding, furniture, and appliances. Its products are also sold through call centres, sales agents and mail order catalogues."Around 85% of our customers are women," HomeChoice CEO Shirley Maltz said on Tuesday."These women are (mostly) moms who are time-pressed, like myself. They get from work late, but the digital platform allows them to shop at any time of the day," Ms Maltz said. The group had marked its digital platform — which now accounted for 11% of retail sales, from 9% previously — as a major area in which it would pursue growth.HomeChoice said it also planned to roll out its financial services offering, where margins are higher than in retail, ...

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