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Britons want retailers to make it easier for them to channel hop as they shop

Shoppers want to get personalised product offers and information using combination of web, mobile and store channels in the era of converged retailing.

OMNICHANNEL

Britons want retailers to make it easier for them to channel hop as they shop

Britons want a better shopping experience, with more control over where, when and how they shop across a growing range of channels, which now includes social media and smart phones according to new Buzzback Market Research study, commissioned by NCR Corporation

A massive 83 per cent of consumers surveyed say they want the flexibility to move seamlessly between their preferred combination of web, mobile and in-store kiosk channels when researching, comparing and purchasing products. The vast majority – 84 per cent – would also like retailers to do more to ensure social media activities are properly integrated with other communications, such as websites and email.

However, this expansion in channel choice and growing digital empowerment has come at a price. Over two fifths of shoppers (46 per cent) now feel they are bombarded with irrelevant information and offers via a dizzying array of touchpoints.

The study underlines the need for retailers to provide shoppers with personalised offers and information that reflect their product and communication preferences, identified from their browsing and purchasing history and location - or presence - in online, mobile and physical stores.

"Retailers need to harmonise the total cross-channel shopping experience in the emerging era of converged retailing," according to Rick Chavie, vice president of marketing of NCR’s retail and hospitality business. "NCR’s c-tailing™ solutions can help retailers and customers manage these interactions in a more integrated and personalised way to boost loyalty and service levels, whether the customer is in-store, near the store, or in their home or office."

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