Apparently, shoppers do not want to wander around stores looking for items they may want to buy. They also do not want to wander around websites looking for specific items when retailers might make it easier to find them.
A new study by consulting firm Redpoint Global found that 75% of U.S. consumers want to be better understood by retailers this holiday season. Shoppers were asked about shopping preferences. Their biggest objection was that retailers send out “irrelevant brand offers.” Like junk mail people have to throw away, these are annoying, in part because they take time to evaluate and reject.
On the other side of the coin, well-targeted offers drive sales. “Nearly 60 percent of respondents said they are more likely to purchase from retailers who send them personalized content and offers.”
The study had two other valuable observations, at least for retailers. People who are members of loyalty programs, like Amazon Prime, are especially critical about whether retailers target their needs. “Of consumers that are loyalty members, 74 percent expect brands to understand their needs and expectations better than other retailers where they are not a member.”
Also, people begin to shop early. The study points to Amazon Prime Day, which falls in July.
Nothing in the survey is particularly new. Most of what it reports is common sense. However, based on the results, many retailers are not paying attention.