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U.S. Retail Survey Reveals 85% of U.S. Consumers Prefer Personalized Offers Reflecting Previously Purchased Shopping Habits

February 18, 2014

Synqera finds consumers’ preferences for in-store retail and grocery promotions over online shopping indicative of 2014 purchasing behavior.

Infographics_customer holiday behavior_Synqera_Feb2014

New York, NY, February, 18, 2014 – Nearly two thirds of Americans coupon-browsed instead of window-browsed during the 2013 holiday seasons, and only a miniscule six percent didn’t do any in-store shopping, according to a new survey conducted by Synqera, a global technology startup that uses big data to bring personalized digital experiences to the physical retail store.

“There’s a clear indication within today’s consumer behavior that the current in-store promotional experience isn’t capturing the attention of the omnichannel shopper,” 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.”

According to the survey, U.S. consumers still prefer promotional content and coupons from traditional print media (magazine, newsletter/flyer, newspaper) (75%), found online (72%), at various locations throughout the brick & mortar store, or received after a purchase (62%) for future shopping. The challenge for brick & mortar retailers and grocers is capturing the customer’s interest, especially if 85% prefer personalized offers reflecting their past shopping behavior.

That’s not including the 92% 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 omnichannel approach to shopping, using their mobile devices, online and in-store to make purchases.
• 57% of total respondents said, they signed up for a retailer or grocer’s rewards or loyalty program this past year for a discount
• 67% of shoppers prefer receiving a coupon for groceries, while almost one third would be interested in cosmetics (bath and body products), toiletries and beauty product coupons.
• 81% 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.
• Consumers are most interested in promotions and coupons for grocery and clothing, and least interested in ones for pet supplies or furniture.

○ 5 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 they had been made aware of it.

“The current decade’s retail pain point may have never been about showrooming. Retailers still saw 2013 sales fall considerably for the traditional holiday promotion season. The cost-conscious consumer wants to be made aware of relevant products the retailer has at any moment especially during all holiday seasons. Solutions that provide both consumer-facing benefits that capture the consumer’s attention as well as backend insights for the retailer like Synqera’s, are in demand,” continued Shubin.

The data for this survey was collected between January 27-30, 2014 via Instant.ly, with 1,024 online respondents ages 18-70.

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