Retailers missing out as brands fail to engage with customers in-store | Industry News | TalkingRetail.com

Independent research commissioned by Callcredit Information Group has revealed consumers’ attitudes towards giving out personal details in-store, as 38% of Brits never divulge their details to retailers, and almost one in 10 (8%) admit to giving out fake contact details to avoid being contacted.

Surprisingly, the YouGov research reveals that almost two-thirds (64%) would be likely to give out their contact details for future marketing communications if they were signed up to the store’s loyalty programme (35%), or offered a small financial incentive like a discount off a future purchase (38%).

Moreover, 15% said that they would be happy to give out their contact details if they were informed about relevant promotions, products and services in future; given the chance to be part of an exclusive store club (11%); or if they were simply asked by a friendly and approachable person (9%). The‘flirt factor’ has the biggest impact on men and young people, as 10% of men and 17% of 18 to 24 year olds would give out their details if they were asked for them by someone friendly and approachable in-store.

The research into consumer shopping habits also reveals that at least one in eight online Brits (12%) are planning to shop from their phone this Christmas to avoid the rush in stores. The majority of these respondents are classified as‘Accomplished Singles’ by Callcredit’s CAMEO Lifestyle consumer classification. These are a highly affluent, upwardly mobile, energetic and ambitious group of singles, typically aged under 45.

Of people who have mobile phones that allow them to shop online, 15% said they would purchase clothing, footwear or accessories this Christmas, while 12% would purchase electrical goods, not including mobile phones.

However, the reality is that whilst mobile shopping is appealing to some demographics, technology is a barrier as 41% say they do not have the capacity to do so on their phones. 

Even more surprisingly, 78% of people who do not purchase items on their phone, but have the capability of doing so, say they would not like to do so in future. This includes 58% whose main reason is that they prefer to use other methods like going in-store or shopping on their computer and 15% have concerns about safety and security issues.

According to Callcredit’s CAMEO Personal Finance segmentation, the majority of respondents that have never made a purchase via their mobile phones are classed as ‘Sophisticated Savers,’ while consumers that have made a purchase via their phone are likely to be ‘Seldom Savers.’

Kevin Telford, director at Callcredit Information Group, said:“The results reveal that retailers are missing a big trick, as customers are most engaged with a brand at the point of purchase in-store.

“Whilst consumers have to give out contact details to make a purchase online, they are often more reluctant to do so in-store – but will if they are offered a small incentive or provided with information about products and services relevant to them.”

Source: Callcredit Information Group

Source