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Retailers are still failing to meet customer expectations when it comes to shopping online and on mobile, according to research.

Retailers are still failing to meet customer expectations when it comes to shopping online and on mobile, according to research.

The 5th Annual Shopper Experience Study, from IT consulting firm Cognizant, surveyed over 5,300 respondents from the US, UK, Germany and China. It shows that while many retailers have implemented new systems that reduce cost and improve sales, they are still not offering a consistent customer experience across online, mobile, social media and in-store channels.

The research shows only 52 percent of shoppers have made a purchase on a mobile device, and only 45 percent of shoppers say they are satisfied with the mobile shopping experience they encounter. But 78 percent do conduct product research on mobile devices.

The large majority of shoppers (86 percent) say they regularly use social media. But while shoppers have adopted social media, they say they "want to use it on their own terms". Almost two-thirds (63 percent) expressed a "negative reaction" to retailers who use social media to try and influence purchases, recommend products or share deals.

And 68 percent of shoppers say they are not willing to share personal information from social networks, nor are they willing to share credit card numbers (69 percent), online browsing behaviour (61 percent), household information (64 percent) and phone numbers (61 percent).

Despite this though, 51 percent of shoppers will respond to personalised marketing when it provides improved services.

"For retailers, one answer is to focus on sources of information that shoppers are willing to share such data through, like loyalty programmes (43 percent), personal shopping preferences (33 percent), and events such as birthdays and anniversaries (29 percent)," said Cognizant.