Consumer Behavior
Consumers seek brands that understand their needs
October 27, 2021
A hefty number of consumers, 80%, are more likely to shop with brands that show they understand them and want consistent communication both in-store and online.
That's a top finding from a Redpoint Global research report on consumer opinions on the upcoming holiday season. The survey was conducted by Dynata and polled more than 1,000 U.S. shoppers, according to a press release.
Results indicate that 78% of consumers find it frustrating when a retailer's messages are inconsistent depending on the channel used to shop.
"As consumers head increasingly back in-store, maintaining clear and consistent communication both on and offline will be key. To maintain consumer interest and minimize friction, retailers should be prepared with personalized offers and strong data transparency across channels," John Nash, chief marketing and strategy officer, Redpoint Global, said in the release. "The more retailers can use relevant data to customize the experience consistently at all stages, the more successful they will be in driving retail sales this holiday season."
Inflation and supply chain issues are also top of mind, with 70% of consumers worried about global supply chain challenges and 77% concerned about product shortages. Most consumers are preparing for these issues by shopping early and budgeting for increases.
