Improving your brand and your loyalty to the customer is more important than ever as today’s consumers cope with tighter budgets, busier lifestyles and – in most cases – shorter attention spans.

Kiosk systems, smart phones and social media tools have dramatically boosted brand loyalty if used correctly.

With many technology devices out there, it is hard to decide which one is the best method for you and your business.

So which communication channels work best to entice consumers and keep them coming back for more?

A recent study conducted by New York-based BuzzBack Market Research found that most North American shoppers prefer retailers that enable them to shop consistently across a multitude of channels, such as kiosks, smart phones and social media tools.

More than 80 per cent of surveygoers said that they want more control over where, when and how they interact with retailers, whether it be through Facebook, iPhones or in-store kiosks.

“Consumers are time-starved, value-driven, digitally enabled and frustrated by inconsistent shopping experiences across channels,” said Mike Webster, senior vice president and general manager of retail and hospitality business for NCR Corp, who commissioned the study. “Retailers must deliver more personalised, unified reactions whether their customers are on the Web, in the store or using their mobile device. For retailers to respond to this new ear of converged retailing, they require solutions that bring these channels together.”

The detailed study on consumer behaviours focused on how consumers use self-service, social media and other technology to shop and in response, how retailers can tap into those channels. And its overall analysis found that customer loyalty is the key focus, with consumers and their desire for retailers to offer a more consistent and seamless shopping experience.

The study also looked at the value of a consistent experience across all channels as well as the value that consumers place on personalisation, such as language, payment systems, brand preference and receipt type. In response, almost half agreed that retail shopping or restaurant ordering would be faster and more convenient if they had a more personalised experience.

The highlights of the study included;

  1. North American consumers are hunting for bargains and are in fact less loyal to retailers. Sixty-seven per cent said that they would switch between retailers and look for the price discounts and loyalty points.
  2. Consumers are using technology to find the best deals with sixty-six per cent using the Internet more often to research products and find better deals.
  3. Personalised offers and information that match their individual preferences are what consumers want. Eight-one per cent of North Americans said they would like companies to integrate social media channels into their mix of communications.
  4. 40 per cent of consumers want to use mobile devices to locate retailers, download coupons and scan bar-codes.

To view the full white paper released in May 2010 at the Food Marketing Institute showcase in Las Vegas, click here.

Quick thinking companies are nowadays deploying software, linked to enterprise applications like customer data and analytics, in order to deliver timely and relevant communications across multiple points of service, based on their customer’s preferences and location.

“A new generation of consumers craves more personalisation and control over when and how they interact with retailers,” said Dusty Lutz, general manager of NCR Netkey digital signage and kiosk applications.

“Consumers are willing to reward retailers that enable a seamless, converged channel experience across Web, store or mobile channels. Retailers are responding by evaluating technology solutions that help them interact with shoppers based on their individual preferences and location to create a more compelling shopping experience.”