U.S. Retail Survey Reveals 93% of U.S. Consumers Are Loyal to Brick and Mortar Retailers Who Have Sales on Frequently Purchased Items
Synqera finds consumers are loyal to retailers and purchase more often when given clear, actionable and relevant information about promoted products.
Nearly 90% of Americans repeatedly buy products retailers have on promotion, 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. Within the survey, 85% of respondents said they would return to brick and mortar stores when alerted to upcoming sales of previously purchased items.
Also while 92% of U.S. consumers use some kind of shopping list (68% specifically use or bring a paper list) to stay organized, most Americans frequently make unplanned purchases, and half describe themselves as impulsive shoppers.
With lines blurring between physical retail and e-commerce especially during value-driven shopping on Black Friday and Cyber Monday, engaging consumers with actionable information at the right times to suit their purchase patterns is critical to combatting showrooming. Synqera develops technologies that bring personalized online shopping experiences to physical retail stores, creating a better in-store experience for consumers, greater customer loyalty and increased sales opportunities for retailers.
“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,” said Filipp Shubin, COO of Synqera. “Consumers are still immersed in the brand experience while at the checkout desk and are ready to receive more information that’s relevant to them.”
Other findings from the survey:
- 96% of adults like to receive some sort of information from stores they frequent.
- Over 4 out of 5 Americans 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% of Americans are interested in seeing/doing something while waiting to pay for their purchases; Most would be interested in seeing coupons/in-store specials; nearly one-third would be interested in relevant partner/retailer promotions.
- 85% of Americans believe that their grocery shopping experience could be better.
- Nearly 2 out of 5 believe grocery stores would benefit from new item suggestions that are in their price range.
- Nearly one-third would enjoy self-help kiosks where loyalty program accounts could be accessed.
“Last holiday season showed a considerable move towards ‘showrooming’. While stores saw hundreds of millions of visits from shoppers, sales fell. Consumer confidence plays a role but so does innovation in the stores. There’s a demand for solutions based on insights like ours at Synqera that pinpoint exactly when and where consumers want to be reached,” continued Shubin.
The data for this survey was collected between October 7-10, 2013 via Instant.ly, with 1,018 online respondents ages 18-70.