NCR's Multichannel Research

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The latest consumer research commissioned by NCR shows a demand for mobile as US consumers are more likely to shop with a retailer that interacts via kiosk, online, mobile and self-service channels over a retailer that does not.
 
While the current economic environments means that retailers are under intense pressure to reduce costs, while also supporting revenue generating activities, improving the customer service and delivering operational efficiencies. To deliver these requirements they need to meet the changing needs of their customers.
 
NCR commissioned BuzzBack Market Research to carry out a survey into consumer buying behaviour among 500 US participants in December 2008. This research found that the current economic climate is changing consumers’ purchasing habits and that discounts and promotions do have an impact on their purchasing decisions.

• 53% of consumers are using the internet more frequently to research products and prices
• 46% want to receive price comparisons, product reviews, coupons or promotions online or via email
• Almost half are switching between retailer to get better value

This ‘shop hopping’ is a new trend which means that consumers are making more last minute shopping trips in order to take advantage of deals and manage their cash flow.

• 80% said that they are being discounted or sale items
• 26% are making more frequent shopping trips to take advantage of promotions

Consumers are now more willing to switch to unfamiliar products in order to save money. While shoppers are spending more time making decisions, they also want to complete their purchases more quickly: 44% said they had an increased desire to pay for shopping more quickly.
Significantly, the research found that shoppers believe that a range of multi-channel and in store self-service technologies play a vital role in meeting service needs. In fact, consumers will differentiate between retailers that offer these technologies and ones that do not.

• 72% of consumers said they are more likely to shop with a retailer that gives consumers the flexibility to interact easily via online, mobile and self-service channels over a retailer that does not
• 49% believe that kiosks that show them where to find products in store would be convenient
• 43% believe that receiving discount offers and product information on large screens around the store would be convenient
• 39% would like self-return solutions for processing returns more quickly

Retailers therefore stand the best chance of winning and keeping consumer business if they make things faster and easier through more in store help from staff, faster checkout and integration of store offering with internet and mobile technologies.
 
Shoppers agreed that in store self-service technologies like self-checkout, self-return and self-shipping solutions play a crucial role in helping meet service needs and helping them to differentiate between retailers. Consumers like the convenience of self-service and are more likely to do business with companies that offer self-service.
 
Retailers using self-checkout solutions decreased customer queuing time by 40% and increased checkout speed by 20%. Adopting a broader range of self-service technology frees up more staff to improve service and revenues in store, while also delivering greater cost savings.