Shoppers Favor Customized In-Store Experiences

May 20, 2013

This article is included in these additional categories:

Data-driven | Personalization | Promotions, Coupons & Co-op | Retail & E-Commerce

Synqera-Attitudes-In-Store-Shopping-Personalization-May2013Two-thirds of Americans prefer to shop in a store rather than online, details Synqera in results from an online survey administered in April. That supports prior research from Ipsos, which similarly found a majority of Americans to prefer shopping in-store. According to the Synqera survey, there are ways to bolster that in-store customer experience: 81% of respondents agreed that they are more likely to shop in a store that provides an overall customized shopping experience (such as personalized special offers and loyalty deals). A recent study from MyBuys and the e-tailing group also found consumers to be receptive to personalization tactics, this time while shopping online.

The Synqera survey also reveals that two-thirds of respondents would be more likely to shop in a store where they receive personal suggestions while shopping (such as nearby deals they might be interested in), and 86% are more likely to shop in-store rather than online if there are in-store only sales prices.

Other Findings:

  • 3 in 4 respondents would rather receive personalized coupons (such as those based on their purchases) than generic coupons.
  • 3 in 4 say they typically make more purchases in a store if they’re in a good mood.
  • The least favorite aspects of in-store shopping are dealing with crowds and waiting in the checkout, cited by 74% and 73% of respondents, respectively, as among their top 3 least favorite aspects.
  • 62% would find the checkout process more enjoyable if they received personalized coupons based on their purchases.

About the Data: The data is based on a survey of 418 US adults, collected beween April 22-26, 2013 via More than three-quarters of the respondents have annual income of more than $35,000, and 52% are female.

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