Consumers engage with retailers on Facebook more than they do on the retailers’ web sites. Nine in 10 consumers say how much they spend is impacted by their social media engagement with a brand. And FourSquare has virtually no impact on consumer purchasing.
These are some of the core findings of an independent study released today by Infosys, a global leader in consulting, technology and outsourcing. “Rethinking Retail” is a detailed report on interviews with 1,000 consumers and 50 retailers across the United States.
In addition to the impact of social media on spend, the study reveals how retailers are struggling to create the kind of consistent and personalized experience online and in stores that drives increased sales.
Key findings of the study include:
Social media matters
-Consumers interact with retailers’ Facebook pages (38%) more than the brands’ own websites (36%); a difference that is significantly more pronounced
for younger consumers
-89% of those who interact with a retailer online through any social media outlet say that the interaction has an impact on their purchase, while not surprisingly women are twice as likely as men to be influenced by Pinterest, YouTube influences twice as many men as women
-Only 2% of all people say that FourSquare has any influence on their purchase
Brand consistency across channels significantly impacts consumer spend
-Nearly two thirds of consumers say that consistency plays a role in their tendency to spend with a brand (63%)
-A third (34%) say high consistency across a brand’s channels would mean a greater spend, while a lack of consistency results in a reduction in their spending (39%)
Consumers see far fewer in-store personalized offers than retailers claim they offer; retailers losing out
-59% of consumers that have experienced personalization believe it has a noticeable influence on their spending
-Though 62% of retailers reported that they offer personalized offers in store, only 20% of consumers report seeing ‘in-store only’ personalized offers
Online shoppers are regularly targeted with more personalized perks than those who shop in-store
-39% of brands offer product recommendations based on customers’ previous purchases online, versus only 10% in-store. A minority (45%) have offers both online and in-store
-48% of organizations offer personalized offers/promotions based on customers’ previous purchases only online, just 3% do so only in-store. A minority (45%) have offers both online and in-store
-Consumers are three times more likely to impulse-buy in a store than online
Lack of technology is limiting retailers to offer superior customer experience
-96% of consumers expect retailers to inform them of new products. Only 34% of retailers, however, can track consumer trends in real-time, reducing their ability to rollout appropriate offers which can drive sales
-Lack of technology is the most common factor (38%) preventing retailers from creating a more integrated customer experience within their organization
Sandeep Dadlani, Senior Vice President and Regional Head Americas – Retail, CPG & Logistics, Infosys said, “Creating a consistent experience across all physical and digital touch points has a direct impact on sales. However with the dominance of social media, creating a consistent and personalized relationship with consumers is now much harder. Retailers and brands need to arm themselves with the technology that can ensure their fans and brand advocates receive the same personalized service across channels to increase sales.”
Infosys commissioned independent technology market research specialist Vanson Bourne to undertake the research upon which this report is based. Two sets of interviews were conducted in December 2013, the first consisted of 1000 interviews with US consumers and the second consisted of 50 interviews with marketing decision-makers in retailers with more than 300 physical stores. Interviews were conducted online and by telephone using a rigorous multi-level screening process to ensure that only suitable candidates were given the opportunity to participate.
