Most consumers are happy to remain loyal to their favoured bricks-and-mortar retailers that provide special offers on frequently purchased items, according to research by big data firm Synqera, which found that most customers will purchase more often when given clear, actionable and relevant information about products on promotion.
Nearly 90% of American consumers said they repeatedly buy products that retailers have on promotion, and 85% said they would return to bricks-and-mortar stores when alerted to upcoming offers on previously purchased items.
While 92% said they use some kind of shopping list (with 68% specifically using or bringing a paper list), most said they frequently make unplanned purchases and half described themselves as "impulsive shoppers".
With the lines blurring between physical retail stores and e-commerce, engaging consumers with actionable information at the right times to suit their purchase patterns is critical to combatting the 'showrooming' phenomenon.
"We know there's an appetite for customer engagement and retention through clear communication of promotions and sales, both prior to the visit and throughout the in-store experience," explained Filipp Shubin, COO for Synqera. "Indeed, consumers are still immersed in the brand experience while at the checkout desk, and they say they are happy to receive even more information if it's relevant to them."
Among the survey's other key findings:
- 96% of adults like to receive some sort of information from stores they frequent.
- More than 80% said they are more likely to return to a retailer if they were made aware of upcoming sales on products they previously purchased.
- Impulsive shoppers are most impacted by discounts when making unplanned purchases; nearly half are influenced by in-store ads.
- Most shoppers prefer to be made aware of relevant information through email or traditional mail; nearly half like to be made aware at the store entrance.
- 80% are interested in seeing or doing something while waiting to pay for their purchases. Most said they would be interested in seeing coupons and in-store specials, while nearly one-third would be interested in relevant partner/retailer promotions.
- 85% believe that their grocery shopping experience "could be better".
- Nearly 40% believe grocery stores would benefit from new item suggestions that are in their price range.
- Nearly one-third said they would enjoy self-help kiosks where loyalty programme accounts could be accessed.
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