Addendum: A 360-Degree View of Consumer-Retailer Relationships in North America White Paper

 

As the “He Said/She Said: How Shoppers and Retailers View the 21st Century In-store Experience” white paper authored by Retail Systems Research (RSR) indicates, a gap exists between retailers and consumers regarding what personalization of the shopping experience should be. Retailers often want to understand the consumer for more than just what they buy. However, consumers often believe that retailers simply see them as “you are what you buy, not who you are.” RSR and NCR combined their surveys of retailers and consumers in the Americas (North and South America) to gauge their opinions about loyalty marketing programs, product mix and customer service. The results also describe the impact of cross-channel messaging, social media and mobile technology on the consumer-retailer relationship. The purpose of this addendum is to highlight the North America-specific findings.


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