Untargeted retail offers ‘a turn-off’ for consumers
Written by Anthony Strzalek
Almost two-thirds (65 per cent) of consumers say companies, retailers or brands send them too many irrelevant communications, according to new research.
A report by Conversant, Epsilon and LoyaltyOne, found that 87 per cent of 25 to 34-year-olds are more likely to shop at a retailer if it provides them with personalised offers. Just under a third (60 per cent) of younger shoppers said that they want these personalised offers through their mobile device, compared to a fifth (20 per cent) of baby boomers. Meanwhile, 35 per cent of 18 to 24-year-olds also prefer to communicate with retailers via text.
When it comes to the top influences on shopping habits, the report highlighted key generational differences. Millennials place the most importance on price and value, as well as the functional and emotional aspects of the shopping experience for deciding which brands to buy from. Value for money is also an important consideration for generation X, who also expect innovation that will make their busy lives easier. For baby boomers, functionality is the top influence on where and how to shop.
The report also confirmed the trend for consumers making purchases across different channels. The majority (80 per cent) of consumers now buy online and have their purchases delivered and 75 per cent compare product prices online. Three quarters of online sales, excluding Amazon, were from brands with a brick and mortar presence, while just over half (51 per cent) of consumers said that they buy online and pick up in store.
Elliott Clayton, vice-president of media UK at Conversant, commented: “Consumers expect a lot more from brands today. They certainly do not want to be inundated with mass, irrelevant communications and it is only by focusing on true personalised communications that brands will be able to build a mutually beneficial relationship with consumers.”