Value still makes the grade, according to new data from tech startup Syngera. It reports nearly two-thirds of Americans coupon-browsed instead of window-browsed during the 2013 holiday seasons, and only a miniscule 6% didn't do any in-store shopping at all.
"There's a clear indication within today's consumer behavior that the current in-store promotional experience isn't capturing the attention of the omnichannel shopper," said Filipp Shubin, COO of Synqera. "Consumers are asking for more personalized retail experiences that are relevant to their shopping needs, especially across holidays, and they'll shop at the stores that promote their products accordingly."
According to the survey, US consumers still prefer promotional content and coupons from traditional print media (magazine, newsletter/flyer, newspaper) (75%), found online (72%), or received after a purchase (62%) for future shopping. Yet 45% would want to get this content at various locations throughout the brick & mortar store. The challenge for brick & mortar retailers and grocers is capturing the customer's interest, especially if 85% prefer personalized offers reflecting their past shopping behavior.
That's not including the 92% of total respondents who said they would be more likely to return to a store that provided an in-store discount across the holidays.
For more information, visit Synqera online at Synqera.com, Facebook, and Twitter.