Personalisation key to omnichannel success, Fresh Relevance

Personalisation key to omnichannel success, Fresh Relevance

Today’s consumers have reached ‘peak stuff’. They have everything they need and can access anything they want with the click of a button and so quickly turn to a competitor if a retailer is difficult to do business with or treats them just like one in a crowd. That’s the key finding of new research by Fresh Relevance, involving 1,000+ shoppers.

60% would stop buying from an online store if the website was difficult to navigate. For 46% of respondents, a frustrating online experience hurts their opinion of a brand overall. 38% are unlikely to purchase from a retailer if their mobile site doesn’t function well.

In addition, physical spaces to “try before you buy” are crucial to a satisfactory customer experience. 43% of consumers want to physically try products, such as apparel, furniture and technology, in-store before they buy online22% of shoppers are more likely to be loyal to a brand that offers related amenities like personal stylists or makeovers. Investing in experiential retail is particularly beneficial for brands targeting Millennials (18 to 34 years), as 22% would be more likely to purchase from a retailer that offered a unique experience in relation to their offerings (e.g., themed pop-up stores, etc.).

Yet just one in six said scan & go checkout (a la Amazon Go) is a critical option. However, 26% with children under 18 consider this service important. Additionally, only 9% place an emphasis on drone delivery. Mike Austin, co-founder and CEO at Fresh Relevance, says: “Personalisation is the secret to forging repeat, long-term relationships – the key to profitability. Effectively using customer data to build out a tailored marketing strategy around the four pillars of loyalty (convenience, experiences, services and communications) will ensure that shoppers feel valued and satisfied at every touchpoint - resulting in repeat, long-term customers.” 

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