Today’s Consumers Say Bah Humbug to Shopping Friction, Hoping for a More Personalized Retail Experience

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“Cox Business survey finds that many top retailers have room to grow in personalization and frictionless shopping”

With the holidays fast approaching, retailers aiming to boost holiday sales should prioritize seamless, personalized retail experience over flashy technology to ease busy shoppers’ woes.

According to data from a new survey commissioned by Cox Business, six out of 10 shoppers felt that personalized discounts delivered in real-time would most improve the in-store shopping experience – topping hot tech like AI and AR. And more than half of respondents would be willing to give their favorite retailer more information about themselves for better personalization.

Surveyed shoppers also found that Walmart offers the most frictionless experience across e-commerce and in-store, beating out many other top retail giants including Target, Best Buy, and Home Depot.

Further, more than three-quarters (77 percent) of surveyed consumers prefer keeping up with their go-to shops’ latest offerings and specials through email, despite the rise in social media.

“These survey findings re-emphasize what savvy retailers already know: An impersonal, friction-filled shopping experience will put a damper on consumer brand perception and ultimately, holiday sales,” said Steve Rowley, Executive Vice President at Cox Business.

About the 2019 Cox Consumer Pulse on Retail Experience

Cox Business commissioned a blind survey of American consumers in June 2019. Respondents to the online survey included a total of 1,036 consumers. The margin of error for this survey is plus or minus 3 percent.

About Cox Business

The commercial division of Cox Communications, Cox Business provides voice, data and

video services for more than 355,000 small and regional businesses nationwide, including

health care providers; K−12 and higher education; financial institutions; and federal, state and local government organizations. The organization also serves most of the top-tier wireless and wireline telecommunications carriers in the U.S. through its wholesale division.