Supermarkets promos 'must get personal'

Shoppers “more likely to buy if offers are targeted”

Supermarkets need to get personal if they want their promotions to be effective, according to a survey by Infosys.

The survey revealed 75% of consumers don’t feel the online promotions or emails they receive are relevant to them, but suggested shoppers would be receptive if they were relevant.

Of the 1,000 British shoppers aged 18 to 69 questioned, 78% agreed they would be “more likely to purchase from a retailer again if they were provided with offers targeted to their interests, wants or needs”, and 68% would purchase if offered incentives based on location.

However, although they would be happy to get personal offers, the survey also showed the vast majority of shoppers are not keen on allowing companies access to their personal information. Just 16% would be happy to share their social media profiles.

“This study is a wake-up call to companies about the enormous untapped opportunity,” said a spokesman for Infosys. “They need to crack the code in mining data effectively to gain consumer trust, but also clearly articulate the benefit to their customers.”