Personalised offers boost spend, but shoppers hate messy stores

By

Sandra Halliday

Published
Dec 1, 2016

Personalised offers sent direct to consumers’ smartphones are a good way to drive in-store and online traffic, a new UK study shows.

A Vista Retail study showed that 76% of consumers are more likely to visit stores after getting a personalised offer on their phones. And 25% of recipients are more likely to spend more than they would done without the personalised offer.

The survey also found that most shoppers (89%) plan to visit physical stores for their Christmas shopping, either exclusively or alongside shopping online.

Despite a surge in online shopping, they will continue to patronise physical stores mainly because they want to touch and feel the potential gifts first (75%). They also said they like the festive atmosphere in-store (47%) and they don’t want to deal with the delivery issues that online shopping causes (35%).

However, shoppers aren’t always happy with the in-store experience and fashion retailers need to take note with 73% not liking “a general feeling of chaos” when items aren’t neatly displayed, 70% disliking long queues, 37% hating it when staff don’t notice them or don't have sufficient product knowledge, and 14% disliking overpowering Christmas music.

In order to avoid long queues, shoppers would favour self-service kiosks (55%), and staff with mobile point of sale systems, such as tablets (45%).