A lack of omnichannel integration between online and in-store loyalty programmes is leaving seven in 10 UK shoppers disappointed, new research has found.

The survey from Vodat, which quizzed over 1,000 UK consumers, found that a lack of personalisation was the top frustration for shoppers when it came to retailers’ loyalty schemes, with 65 per cent of respondents stating that they do not get sufficiently targeted offers in-store.

A third of UK consumers also now expect in-store experiences and marketing communications to be tailored based on their previous visits in order to give them more relevant offers. Eight in 10 shoppers expressed the desire for an app that lets them collect and redeem points both in-store and online, while 72 per cent now expect an immediate discount sent to their phone upon entering a store.

Mobile connectivity is now an essential part of the in-store shopping experience for three in 10 respondents, while a further 34 per cent expect to be rewarded for using their mobile within the store when logged on to Wi-Fi.

Paul Leybourne, head of sales at Vodat International, said: “In the same way that consumers move fluidly across channels when shopping, they want the same seamless experience when using a retailer’s loyalty scheme.

“Incentive programmes need to blend the physical and digital, allowing each channel plays to its own strength to create a better standard of customer service and rewards; and this is where retailers can create value within their loyalty schemes,” he concluded.

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