The great escape: retailers missing out as brands fail to engage with customers in store

Key findings:  
46% of Brits never give out contact details to retailers in store or give out fake details to avoid being contacted in future

64% would give out their contact details if a small incentive was offered such as a discounted future purchase (38%); being signed up to the store's loyalty programme (35%) or if they were informed about promotions or related products and services in future (15%)

 factor,' saying they would give out contact details to retailers if they were asked by a friendly and approachable person
While mobile is an increasingly important channel for retailers, 14% of online adults who do not shop on their phones say they are worried about security and safety

78% of people who do not shop on their phones say they would not like to do so in future including 59% who would opt for traditional methods such as going in-store or shopping online



Independent research commissioned by Callcredit Information Group has revealed consumers' attitudes towards giving out personal details in store, as 38% of Brits never divulge their details to retailers, and almost one in ten (8%) admit to giving out fake contact details to avoid being contacted.

Surprisingly, the YouGov research reveals that almost two thirds (64%) would be likely to give out their contact details for future marketing communications if they were signed up to the store's loyalty programme (35%), or offered a small financial incentive like a discount off a future purchase (38%). Moreover, 15% said that they would be happy to give out their contact details if they were informed about relevant promotions, products and services in future; given the chance to be part of an exclusive store club (11%); or if they were simply asked by a friendly and approachable person (9%). The 'flirt factor' has the biggest impact on men and young people, as 10% of men and 17% of 18-24 year olds would give out their details if they were asked for them by someone friendly and approachable in store.

The research into consumer shopping habits also reveals that at least one in eight online Brits (12%) are planning to shop from their phone this Christmas to avoid the rush in stores. The majority of these respondents are classified as 'Accomplished Singles' by Callcredit's CAMEO Lifestyle consumer classification.  These are a highly affluent, upwardly mobile, energetic and ambitious group of singles, typically aged under 45.

Of people who have mobile phones that allow them to shop online, 15% said they would purchase clothing, footwear or accessories this Christmas, while 12% would purchase electrical goods, not including mobile phones.

However, the reality is that whilst mobile shopping is appealing to some demographics, technology is a barrier as 41% say they do not have the capacity to do so on their phones.  

Even more surprisingly, 78% of people who do not purchase items on their phone, but have the capability of doing so, say they would not like to do so in future. This includes 58% whose main reason is that they prefer to use other methods like going in store or shopping on their computer and 15% have concerns about safety and security issues. According to Callcredit's CAMEO Personal Finance segmentation, the majority of respondents that have never made a purchase via their mobile phones are classed as 'Sophisticated Savers,' while consumers that have made a purchase via their phone are likely to be 'Seldom Savers.'
 
"The results reveal that retailers are missing a big trick, as customers are most engaged with a brand at the point of purchase in store," said Kevin Telford, Director, Callcredit Information Group. "Whilst consumers have to give out contact details to make a purchase online, they are often more reluctant to do so in store but will if they are offered a small incentive or provided with information about products and services relevant to them."

The research highlights the importance of taking a more holistic approach to customer interaction and recognition .

Telford continued: "Stores remain critically important both as a showroom for the website, but also in capturing consumer data. Asking a customer for a mobile number when delivering goods to let them know they are on the way, or sending a thank-you email with the best next offer can be done very easily. It is simple to bring in dedicated customer-facing experts to personally capture this data, yet it is a model that many retailers wouldn't have considered, as they often fail to realise the value of this data."

In the run up to Christmas, Callcredit is highlighting the importance of engaging with customers: "As more people will be using their mobile to buy presents this year, it is easy to see the returns available through the multi channel shopping customer. Customers want to feel respected the most successful campaigns are those which customers opt-in to receive communications and freely provide their data.. Once you have this, make sure you engage with them in the most effective way through integrated campaigns, using the right channel at the right time."

Research information
All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2067 adults.. Fieldwork was undertaken between 15th - 17th November 2010.  The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).                
                                        
CAMEO is Callcredit's family of consumer classification systems. They help businesses analyse and profile their customers and markets into segments of like-minded consumers. CAMEO can be used to manage customer relationships, search for prospects or conduct market analysis to support key investment or divestment opportunities. CAMEO features 13 UK and over 30 international classification systems and is used by hundreds of companies around the world.

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