In two separate reports/surveys issued by my-buys, a provider of cross-channel personalization for retailers, revealed that integration, along with convenience and service are what consumers want most but find most retailers and retail marketers don’t deliver.
Their 4th annual Consumer Insights Survey queried over 1,000 adults, evenly split between men and women who shopped online for products 4 or more times in the past year, spend at least $500 online annually and make shopping purchases both online and in stores.
They asked these folks to rate/rank what they would want from their favorite retailers in an ideal world vs. what they are actually experiencing in the real world. You will see there is a quite the disparity between the ideal and real worlds.
To me, this is the most important take away from this survey…
Integration (consistency) – What Consumers Want
- 85% want an integrated shopping experience
- 72% want an integrated marketing approach
Integration (consistency) – What Consumers Currently Get
- 50% get an integrated shopping experience
- 39% get an integrated marketing approach
Those in marketing retail and retailers alike, the people are speaking loud and clear. They want to see and experience the same thing be it on your site, your store, your mobile site and they want to see and experience the same message across all marketing collateral – AKA they want a branded experience across ALL channels!
Now there are some findings which are perfectly logical and are to be expected, i.e. people want good service. I am a little surpised hower to see how low Personalization scored – could be The Big Brother theory at play as people don’t want retailers to know them too well. But what really surprised me was how low Mobile and Social scored. With both Mobile and Social so prevalent today, it is quite surprising to see only 26%, even in an ideal world, say they would want to be able to make a purchase via their phone.
The other report/survey my-buys issued was their 10th Annual e-tailing group Merchant Survey, which surveyed merchants across 32 different categories of products and services.
What was most-troubling to me was this chart below which showed a staggeringly low number of retailers using an integrated approach to their customers…
22% not currently planned?
6% will always remain siloed?
16% don’t know?
What’s going on here?
Is just this a case of these retailers not knowing how to go about creating an integrated approach?
Or is it a case of these retailers not seeing the value in creating an intergrated approach?
Or is it something completely different?