Dive Brief:

• A vast majority of shoppers, nearly 80%, shop at their top retailers because they trust the brand, consulting firm Pricewaterhouse Coopers found in a survey of 15,000 online consumers.

• The research also found that 45% of customers want good information about a retailer’s inventory. They also want strong privacy protections--nearly 40% said they don’t use their smartphone to shop due to privacy concerns.

• Consumers want to engage through social media, including being able to give retailers feedback. 61% seek deals and promotions, 38% want news of new product offerings, and 28% engage on social media when a retailer is a favorite.

Dive Insight:

This research provides valuable information about their customers as retailers​ develop strategies in the omni-channel environment. When consumers love a retailer, it’s for the “story” they tell — a mixture of a fun experience and reasons for trust. Social media is reshaping the idea of “customer service,” as shoppers expect retailers to note and act on their feedback. Shoppers don’t much care if they use an app or the web on their phones, but they do care mightily about privacy protections. Here is further evidence that the consumer wields a lot of power in their relationships with companies. Retailers must pay attention to these needs and desires.