With the holidays fast approaching, retailers aiming to boost holiday sales should prioritize seamless, personalized retail experience over flashy technology to ease busy shoppers’ woes, a new survey finds.
Commissioned by Cox Business, the 2019 Cox Consumer Pulse on Retail Experience found that six out of 10 shoppers felt that personalized discounts delivered in real-time would most improve the in-store shopping experience—topping hot tech like AI and AR. And more than half of respondents would be willing to give their favorite retailer more information about themselves for better personalization.
Surveyed shoppers also found that Walmart offers the most frictionless experience across e-commerce and in-store, beating out many other top retail giants including Target, Best Buy, and Home Depot.
Further, more than three-quarters (77%) of surveyed consumers prefer keeping up with their go-to shops’ latest offerings and specials through email, despite the rise in social media.
“These survey findings re-emphasize what savvy retailers already know: An impersonal, friction-filled shopping experience will put a damper on consumer brand perception and ultimately, holiday sales,” says Steve Rowley, EVP at Cox Business.