Brits want more control over their shopping experience

British citizens want to be in charge of their shopping experience. New research found that people want more freedom to shop where and when they like, whether online, over their mobile or in an in-store kiosk.

The NCR Corporation survey, carried out by Buzzback Market Research, found that 83 per cent of consumers wanted the flexibility to research, compare and shop across channels. 84 per cent of survey-goers said they wanted retailers to make sure their social media activities were integrated with their other communications such as websites and email.

However, 46 per cent said that they feel bombarded with irrelevant information and offers over a “dizzying array of touchpoints.”

The solution, says NCR, is to provide shoppers with personalised offers and information, based on analysis of the shopper's previous shopping history.

“Retailers need to harmonise the total cross-channel shopping experience in the emerging era of converged retailing,” said Rick Chavie, vice president of marketing of NCR's retail and hospitality business.

A white paper about NCR's research on converged retailing is available at www.ncr.com/c-tailing

So while customers are clicking on to what retailers need to do, stores need to take note of what changes need to be made for an improved shopping experience.