No Revolution

Shopper loyalty suffers when "one size fits all" c/o DDI (Display & Design Ideas) magazine

JUNE 15, 2005 -- Retailers offering the same level of service and same products as other retailers will lose shopper loyalty unless they differentiate themselves, according to a new IBM survey of American shoppers.

Lack of distinction in services and products (more than 50 percent), disorganized stores (31 percent) and retailers that look and feel the same (46 percent) were cited by those surveyed as the top reasons to take their business elsewhere.

According to the survey, consumers prefer retails stores where they are recognized as individuals, products are easy to find and the employees are knowledgeable.

Many of the shoppers surveyed requested more technology such as technology-guided shopping (71 percent), scanners that identify fresh produce and generate price tags (64 percent), intelligent shopping carts (59 percent) and self checkout (48 percent).

"Consumers are clearly telling retailers that they want a personalized and interactive shopping experience," said Joseph Gagnon, global leader of IBM's retail consulting practice.