Seventy-six percent of consumers worldwide say that retailers communicate with them too infrequently; only 24% say retailers contact them too often, finds international study

Cindy Allen

LOS ANGELES , January 17, 2012 (Industry Intelligence) – A six-month study conducted by the IBM Institute for Business Value found that 76% of people believe that retailers communicate with them too infrequently, while only 24% said that retailers contacted them too often, Convenience Store News reported Jan. 16.

The IBM Institute for Business Value 2011 Retail Industry Study surveyed more than 28,500 people across 15 different countries.

Consumers indicated that, in exchange for a more targeted shopping experience, they were willing to provide a variety of different kinds of information to retailers: 75% of respondents said that they were willing to provide information about their media usage; 73% about their demographics; 61% about their identification, including address and name; 59% about their lifestyle; and 56% about their location.

72% of respondents internationally reported awareness of retailer-branded products. A further 85% of respondents reported familiarity with grocery-branded products.

80% of respondents said that, during their most recent shopping excursion for a particular product, they had visited the most familiar primary retailer.

73% of respondents said that, during their penultimate shopping excursion for a particular product, they had visited the most familiar primary retailer’s store.

In the U.S., only 51% of respondents indicated that they felt their primary retailer had low prices.

71% of respondents reported that they wished to shop digitally.

29% of respondents said that they wished to use one form of technology to shop digitally, 18% reported that they wished to use two forms of technology, and 24% reported that they wished to use three forms of technology.

The primary source of this article is Convenience Store News, Deerfield, Illinois, on Jan. 16, 2012.

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