Study Finds Disconnect Between Consumers And Retailers

MediaPost – Retailers persist in thinking that the chance of more personalized service will persuade shoppers to share information (such as email address). But it’s not quite so, according to Keeping Loyal Customers Happy, a study by BRP, retail consulting firm.

While 37% offer better service as a perk, only 22% of consumers are convinced by it. What they want is specialized offers —3 4% say so, although only 27% of retailers are providing them. Overall, 68% of consumers are more likely to shop at a store that offers personalized rewards based on loyalty.

In addition, 26% of shoppers want credit toward future purchases, a benefit being offered by only 13% of retailers.

And the option to have the customer receipt emailed is a non-starter on both sides — 17% of retailers offer it, and 13% want it. Product incentives are more popular with retailers than they are with consumers.

For this analysis, BRP compared the results of its 2018 Customer Experience/Unified Commerce benchmark study with its 2017 consumer study.

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