PROMOTIONAL RESEARCH
Retail Week’s latest report features exclusive research with 1,000 UK consumers on what they really want from retailers – and what will send them running
Consumers prefer emails over any other marketing communications, embrace loyalty schemes and are motivated to spend by receiving personalised offers – just three of many key findings from the new report The Fastest Way to Lose Consumers.
Compiled using research carried out in July 2024, the report was produced in association with Zeta Global and reveals shoppers’ true feelings about retailer communications, marketing and loyalty efforts, AI investments and data.
These include, for instance:
Don’t invade DMs
A significant volume of consumers do not want retailers and brands invading their personal channels: 47% of those surveyed say they do not want retailers and brands to communicate with them via WhatsApp, followed by 45% for SMS text and 44% for social media messages.
By comparison, 64% of consumers tell us they are more likely to engage with and open retailer digital communications sent via email. Details on how often consumers like to be contacted are revealed in the report.
Make trust paramount
Retailers need concrete measures in place to make the online shopping experience more secure, say consumers.
Trusted payment methods are the most crucial requirement, with 66% of shoppers expecting secure payment options to be offered as standard when making a purchase online.
Loyalty pays
Customers are not only keen to sign up for retail loyalty schemes but, once a member, they are more likely to share their data, engage with retail marketing and spend their money, especially on personalised offers.
A whopping 89% of our respondents are members of a retailer or brand loyalty scheme, with the majority – 59% – signed up to between two and five retailers.
In addition, 85% of shoppers who are signed up to a loyalty programme say a personalised offer has influenced them to spend in the past 12 months.
AI can help brand reputation – if done correctly
Positively, despite some wariness and scepticism, a sizable number of UK shoppers feel that AI use adds a level of kudos to a retailer, which might make them more willing to engage with the technology.
A fifth of those aged 25 to 34, and 10% aged 18 to 24, say they have been more likely to shop with a retailer because of its use of AI.
Access all the findings by reading your free copy of The Fastest Way to Lose Consumers today.
Get answers to pertinent questions, including:
- How do shoppers want retailers to contact them, and how frequently?
- What does today’s shopper want from loyalty and rewards?
- Will consumers give up more of their data for greater personalisation? And what data will they part with?
- Is AI incentivising spending and how do shoppers want to interact with it?
- Which retailers are getting online CX right, according to consumers?
