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Christmas shoppers acting on personalised smartphone offers

Research shows the growing role of technology for retailers competing over flurry of Christmas shoppers
By Ben Lobel on Nov 29th, 2016   @freelotteriesuk

The pre-Christmas retail scene has hit money saving fever pitch, with Black Friday and Cyber Monday seeing a sales rush and record transactions achieved for many outlets. 

And the search for deals doesn't stop there; three quarters of consumers have revealed they are more likely to visit shops that have sent them a personalised offer on their smartphone.

The survey by Vista Retail Support also finds that 25 per cent of shoppers are also more likely to spend more when they get such offers. 

The latest research comes weeks before the busy Christmas shopping period, when retailers across the UK are scrambling to attract as many holiday shoppers as possible.

Despite reports of online sales eating into the profits of physical retailers, over 89 per cent of the respondents plan on shopping on the high street this Christmas either as a sole source for gifts or hand in hand with online shopping.

The top reasons cited for continuing to do so are the ability to inspect potential gifts (75 per cent), the festive atmosphere (47 per cent) and the lack of delivery times that are unavoidable with online shopping (35 per cent).

But shopping in-store isn’t without its faults. Among the most notable complaints from respondents are 'a general feeling of chaos' ie items scattered on the floor (73 per cent), long queues (70 per cent), inattentive or unknowledgeable staff (37 per cent) and overbearing Christmas music (14 per cent).

Beating the queues

For shoppers facing long queues, the most popular alternatives are self-service kiosks (55 per cent), followed closely by staff with mobile point of sale systems, such as tablets (45 per cent), with respondents citing the speed and convenience of the latter.

The survey also finds that a majority of consumers plan to do their Christmas shopping with others. A third (33 per cent) say they will be shopping with a spouse or partner, 19 per cent with family and 8 per cent with friends. 41 per cent say they will be shopping alone.

James Pepper, technical services director at Vista says, 'Technology continues to play an ever greater role across the retail landscape. Research clearly shows that the proper execution of retail technology carries strong benefits for all periods of the customer journey, from enticing them to enter a store all the way to ensuring they’re taken care of at the till.'