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UK shoppers rate retail experiences merely average, as personalisation fails to appear

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Only 40% of UK shoppers think their favourite retailers provide a good or great customer experience that accurately anticipates their needs.

Research, commissioned by marketing technology company Zeta Global, by Sapio Research, also found that nearly half (48%) of respondents considered their retail experience to be merely ‘average’, while a further 11% believe that their favourite shops provide poor service, and they have to shop around as a result – clearly highlighting a massive opportunity for retailers to set themselves apart.

The report squarely points to the need for a more personalised experience to boost shopper loyalty and spend. According to the data, 81% of UK consumers have confirmed they are more likely to go on to buy if a store recognises them as a previous customer and offers relevant discounts, while almost two-fifths would be less inclined to shop around if they received a personalised service.

63% of UK shoppers have bought items as a direct result of a communication from a retailer and most customers have high service expectations of retailers — with 87% of people expect an answer back within 24 hours from a store if they complain.

The full report, entitled Content, context and trust: Identifying the golden customer opportunities for retail marketing, also highlights key gaps that retailers have in their ability to anticipate shopper needs which need to be met, such as expectations of a joined up online and in store experience. It demonstrates how retailers who react quickly to customer demands will be rewarded by happier, more loyal shoppers.

Jill Brittlebank, Senior Director – Strategy & Analytics of Zeta Global explains: “Clearly, retailers continue to face challenges in being able to acknowledge their customers and understand how they interact with the brand – online, in a physical location, or when they interact through social media. Retailers need to be able to spot these interactions and acknowledge quickly, or there is a real risk that time-pressured and demanding UK shoppers will take their customer to retailers that can. This research highlights just how critical it has become for stores to understand their customers, and put this knowledge systematically to work throughout their organisations to enhance customer service, experience and engagement. If this doesn’t happen, they will lose ground to competitors.”

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