NEW YORK — Consumers are increasingly performing omnichannel shopping, and prefer personalized offers across the different channels they shop. According to a new survey of more than 1,000 online consumers from retail personalization technology vendor Synqera, U.S. consumers still prefer promotional content and coupons from traditional print media (magazine, newsletter/flyer, newspaper) (75%), found online (72%), or received after a purchase (62%) for future shopping.
Yet 45% would want to get this content at various locations throughout the brick-and-mortar store, and 85% prefer personalized offers reflecting their past shopping behavior. Ninety-two percent of total respondents who said they would be more likely to return to a store that provided an in-store discount across the holidays.
Other findings within the survey:
• Respondents making between $80,000-$100,000 were most likely to use an omni-channel approach to shopping, using their mobile devices, online and in-store to make purchases.
• Eighty-one percent would not search for promotions and coupons on a retailer or grocer's mobile app and 73% would not want them sent directly to their mobile device.
• Fifty-seven percent of total respondents said they signed up for a retailer or grocer's rewards or loyalty program this past year for a discount.
• Two-thirds (67%) of shoppers prefer receiving a coupon for groceries, while only 14% would be interested in cosmetics (bath and body products), toiletries and beauty product coupons.
• Consumers are most interested in promotions and coupons for grocery and clothing, and least interested in ones for pet supplies or furniture.
• Almost five-times more consumers want coupons on groceries than on clothing, and 10-times more interest in groceries than household goods.
• However, they prefer cosmetic promotions and coupons over ones for pet supplies.
• Specifically asked about grocery store shopping, almost half (45%) would have changed their holiday menu(s) if their grocery store promoted holiday-themed recipes or themed meal ideas including items within the store.
• The younger generations are more flexible: two thirds of respondents aged 18-44 would have changed their holiday meal menus, while two-thirds aged 45-70 would not have changed menus
Outside of the promotional disconnect that consumers are feeling with retailers, 63% of price-aware U.S. shoppers within the survey said their in-store holiday shopping experience could have been improved, especially for those shoppers under the age of 45. More than half of those that want improvement said that they'd consider using personalized coupons and more information about products. 86% of respondents said they would have purchased an item that was similar in look and quality (but less expensive) to one that they were originally looking for, if only they had been made aware of it.
"There's a clear indication within today's consumer behavior that the current in-store promotional experience isn't capturing the attention of the omni-channel shopper," said Filipp Shubin, COO of Synqera. "Consumers are asking for more personalized retail experiences that are relevant to their shopping needs, especially across holidays, and they'll shop at the stores that promote their products accordingly."