Omni-Channel Shoppers Seek More In-Store Promotions

By Anna Rose Welch, Editorial & Community Director, Advancing RNA

Retailers and grocery stores stand to benefit from increased in-store promotion, more personalized offers

Customers are seeking a more personalized, omni-channel experience, a new Synqera survey has revealed. As consumers are now turning to a variety of new channels to seek out their needs, the need for relevant promotions in all of these new channels has increased. The survey reveals that 85 percent of consumers surveyed want their stores to be more attuned to their past shopping habits so the stores can provide them with relevant, personalized shopping offers.

Customers are still drawn to the traditional print channel to find these promotions. In fact, a majority (75 percent) of customers, still turn to newsletters, newspapers, and magazines to find relevant deals. However, following close behind are the 72 percent that prefer online promotions and the 62 percent that like to receive promotions after making a purchase at a company. But it’s also important to note that, while more emphasis is being placed on the online channel, there are still a large number of consumers who turn to the store to find the best deals. According to the survey, 45 percent of customers would like to be able to get more promotional content in different locations throughout the brick-and-mortar store.

With all the talk about the rising popularity of apps and mobile coupons, the results showed some contradictory information. A large 81 percent of consumers claimed they would not use a retailer or grocer’s mobile app when seeking coupons, and 73 percent showed no interest in receiving coupons on their mobile device. Regardless of whether or not they are delivered via mobile or clipped from a magazine or newspaper, consumers show interests in receiving coupons for groceries and clothing. Nearly 5 times more consumers want coupons on groceries than they do with clothing.

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In particular, the survey provides some valuable points for grocers to consider, especially when considering their outreach before and during the various holiday seasons when shoppers are flocking to brick-and-mortar stores. In fact, it seems that grocers, with the right in-store promotions could be an influence on what consumers choose to buy and prepare for guests during the holidays. Almost half of grocery shoppers — 45 percent — said they would’ve changed their holiday menu(s) if their grocery store had promoted a holiday-themed recipe or meal ideas that included specific items from the store’s aisles. This flexibility was more common among the younger generations, as two-thirds of those aged 18 to 44 said they would’ve been more likely to change their menus, while two-thirds aged 45 to 70 would’ve remained focused on their primary plans.

Overall, this survey shows that “the current in-store promotional experience isn’t capturing the attention of the omni-channel shopper, Filipp Shubin, COO of Synqera says. “Consumers are asking for more personalized retail experiences that are relevant to their shopping needs, especially across holidays, and they’ll shop at the stores that promote their products accordingly.”   

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