Survey: retailers must differentiate.(INDUSTRY NEWS)

RETAILERS WILL LOSE shopper loyalty unless they differentiate themselves in the eyes of consumers, according to a new IBM Survey of American Shoppers. Those surveyed say lack of distinction in services, products and store atmosphere, as well as unhelpful employees, all top the reasons why they take their business elsewhere.

Retailers offering the same level of service and the same products as other retailers turn off more than half of all shoppers who have no customer loyalty to specific retailers, according to the IBM survey. Forty-three percent of all respondents don't like retailers that have employees who are not helpful. Shoppers also tend to stay away from retailers that look and feel the same (46 percent) and have disorganized stores (31 percent).

As for the reasons that shoppers do choose specific retailers, store location and price aren't the only reasons they cited. According to the IBM survey, consumers prefer retail stores where they are recognized as individuals, products are easy to find and the employees are knowledgeable. Eight out of 10 shoppers (81 percent) are loyal to certain retailers rather than others, citing helpfulness of employees (34 percent) and a well-organized store (32 percent) as key reasons for going back.

When asked what technology would ...