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 online. 22% 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.”