Shoppers want to get personalised product offers and information using combination of web, mobile and store channels in the era of converged retailing

Shoppers want to get personalised product offers and information using combination of web, mobile and store channels in the era of converged retailing

Britons want a better shopping experience, with more control over where, when and how they shop across a growing range of channels, which now includes social media and smartphones, according to new Buzzback Market Research study, commissioned by NCR Corporation.

The majority (83%) of consumers surveyed said they want the flexibility to move seamlessly between their preferred combination of web, mobile and in-store kiosk channels when researching, comparing and purchasing products. Even more (84%) would also like retailers to do more to ensure social media activities are properly integrated with other communications, such as websites and email.

However, this expansion in channel choice and growing digital empowerment has come at a price. Over two fifths of shoppers (46%) now feel they are bombarded with irrelevant information and offers via a dizzying array of touchpoints.

Selling in a more targeted way

The study underlines the need for retailers to provide shoppers with personalised offers and information that reflect their product and communication preferences, identified from their browsing and purchasing history and location – or presence – in online, mobile and physical stores.

"Retailers need to harmonise the total cross-channel shopping experience in the emerging era of converged retailing," according to Rick Chavie, vice president of marketing of NCR’s retail and hospitality business. "NCR’s c-tailing solutions can help retailers and customers manage these interactions in a more integrated and personalised way to boost loyalty and service levels, whether the customer is in-store, near the store, or in their home or office."

For example, the NCR Netkey loyalty and offer management solution enables consumers to manage their loyalty account preferences online or in-store. It can give them the option to receive digital coupons via their loyalty card account or mobile phone or paper coupons at in-store kiosks – a service that around 58% of Britons said they would find useful. Around 45% liked the option of receiving mobile coupons on their smartphones.

BuzzBack Market Research conducted the survey of consumer behaviour among more than 1,500 European respondents in March 2010.