Survey: Consumers prefer customized in-store experiences over online
New York -- Checkout remains the number one in-store pain point for 73% of U.S. consumers, according to a survey by Synqera, a global technology startup that uses big data to bring personalized digital experiences to the physical retail store.
The survey found that more than two-thirds of Americans prefer to shop in traditional, brick and mortar stores than online commerce sites, and that shoppers gravitate towards retail locations that offer customized shopping experiences but that
"Synqera found that at the most basic level of commerce, the point of sale in brick-and-mortar retailers is the primary deterrent for consumers shopping at stores," said Filipp Shubin, Synqera COO. "We also discovered that coupon usage increases if they were immediately accessible and personalized to each shopper that walks into the retailer's store. If the consumer is actively engaged the entire time they are in a store, the better they feel about the shopping experience."
Other key findings from the survey:
- More than two-thirds of Americans prefer to shop in store versus online;
- 82% of respondents believe the point-of-sale checkout process can be improved;
- Nearly three-quarters of Americans find waiting in the checkout line their least favorite aspect of in store shopping;
- 76% would find the checkout process more enjoyable if they received personalized coupons at checkout;
- 66% of Americans are more likely to shop in a store where they receive personal suggestions while shopping, and over 75% of total respondents would rather receive personalized coupons; and
- 8 out of 10 Americans are more likely to shop in a store that provides an overall customized shopping experience.