Bronto’s Research Reveals UK Consumer Attitudes Towards Connected Commerce

Zing Jao

45% of consumers would like to receive a digital version of their proof of purchase. 64% of consumers are open to additional marketing messages via e-receipts

London, UK – 05 November 2015 – New research conducted by YouGov for Bronto Software, the leader in commerce marketing automation and a NetSuite (NYSE: N) company, reveals that retailers are missing a revenue opportunity to provide a continuous shopping experience across in-store and online channels. The findings include:

  • 45% of UK consumers would like to receive a digital version of their receipt by email (e-receipt) when buying an item in-store. However, only a third (31%) of consumers say they ‘always’ or ‘often’ get an e-receipt from retailers. Another 41% report they ‘never’ or ‘rarely’ receive one.
  • More importantly, nearly two-thirds (64%) of consumers are open to receiving additional marketing content via their e-receipt. This was significant among 18-24 year olds (73%). The information most desired by UK consumers as part of their e-receipt is notification of upcoming sales (40%), followed by promotions on related products (34%) and information about loyalty programmes (31%).

Georges Berzgal, managing director Europe for Bronto Software, comments: “The commerce landscape is evolving quickly and retailers are under increasing pressure to adapt to shifting patterns in consumer behaviour. Customers have come to expect a seamless omnichannel shopping experience, and our research highlights the value of e-receipts to help deliver this. Digital receipts are convenient, and therefore popular amongst consumers, and they offer retailers an enormous opportunity to deliver valuable promotional content to customers.”

Unifying in-store and online

The survey highlights the opportunity for retailers to use e-receipts to connect the in-store experience with the growing number of consumers opting to shop online. Bronto’s research also found that UK consumers spend an average of 87 hours a year shopping online – around 7 hours and 14 minutes per month. The data reveals that women devote just half an hour more per month than men (71Ž2 vs 7 hours), while the most active age group is 35-44 year olds, averaging an impressive 8 hours and 8 min per month.

When asked where they prefer to do their online shopping, the majority of consumers (63%) opt for the comfort of their living room. Around 1 in 7 UK consumers (14%) prefer to do their browsing in bed, which was particularly true amongst 18-24 year olds, with 43% of this age group preferring to shop from their bed.

“To successfully connect offline and online commerce, marketers must always consider consumer shopping preferences,” said Berzgal. “By tailoring an offering and messaging that is relevant and engaging, brands will be able to create a better customer experience and ultimately drive sales.”

To find out more or download this report, visit ‘Bringing Together Digital & In-Store Experience – UK Consumer Attitudes Towards Connected Commerce’.

About the research

YouGov conducted this research for Bronto Software on June 22-23, 2015 via an online survey administered to 2,098 members of their panel of registered users, chosen to represent the British adult population. Random error on a sample of this size is +/- 2% at the 90% confidence level. YouGov Public Opinion research is conducted according to Market Research Society guidelines, providing national studies for commercial clients and the media.

About Bronto Software

Bronto Software, a NetSuite company (NYSE: N), provides a cloud-based commerce marketing automation platform to mid-market and enterprise organisations worldwide. Bronto is the number one ranked email marketing provider to the Internet Retailer Top 1000, with a client roster of leading brands, including Armani Exchange, Timex, Samsonite, Theory, Vince Camuto and Christopher & Banks. The Bronto Marketing Platform is deeply integrated with commerce platforms, such as NetSuite, Magento, Demandware and MarketLive. The company is headquartered in Durham, NC, with additional offices in London, Sydney, New York and Los Angeles. For more information, visit bronto.co.uk.