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Brands Providing Poor Customer Experience Face a Tough Holiday Season
Survey of festive spenders reveals that consumer shopping experience online and in-store can make all the difference
By: PR Newswire
Nov. 20, 2012 10:00 AM
NEW YORK, November 20, 2012 /PRNewswire/ --
More than half of adults online (53%) admit that their online and in-store experiences with brands are likely to affect from whom they choose to shop for gifts this holiday season, according to an online YouGov survey commissioned by Emailvision, the leader in customer intelligence and relationship marketing.
The National Retail Federation forecasts 2012 holiday spending to total $586.1 billion in the US, but in a noisy market filled with attractive offers, retail brands will need to work hard to keep their customers happy and loyal.
The survey showed that female shoppers are the most likely to either cherish or begrudge a brand based on their interactions, with almost three fifths (59%) saying their previous in-store and online experiences are likely to influence with whom they choose to shop this holiday season. This is compared to only 48 percent of men who reported their experiences are likely to influence their shopping habits.
Those working full time will be the most selective with their cash based on previous experiences, according to the survey. Over half (56%) said their choice of brand is likely to be affected by online and in-store interactions, compared to only 40 percent of unemployed people.
One part of the overall customer experience that shouldn't be underestimated is the relevance of marketing messages. By leveraging available data, retailers can better personalize offers and establish a closer relationship with customers.
"This survey acts as a reminder to retailers and marketers who may be focusing more on their offers and less on the overall customer experience. Many retailers may be expecting a pre-holiday spike in sales, but to earn this revenue they will need to create tailored shopping experiences," says Henry Smith, Product Marketing Director at Emailvision.
He continues, "The good news is that with customer intelligence technology it's easy to turn customer data into very effective holiday marketing. The goal for retailers should be to make communications and customer interactions engaging and seamlessly integrated into the holiday shopping experience. By weaving together appropriate communications, based on a customer's previous interactions with a brand, retailers can be sure they won't lose out on their portion of the holiday spending spree."
Retailers need to ensure they are not missing a trick when it comes to customer experience. Armed with information about customers and their preferences, it's possible to give consumers a very positive shopping experience, even in the holiday rush.
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2001 adults. Fieldwork was undertaken November 2-5, 2012. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
Notes to editor
Nick Heys, CEO of Emailvision and Robert Brosnan, Senior Analyst at Forrester, are hosting a webinar covering what every digital marketer needs to know about customer intelligence. The webinar will take place on December 11 at 11am EST. Register for free.
The smartest relationship marketing campaigns are powered by Emailvision. With more than 13 years of research and development, Emailvision is delivering SaaS solutions for the next-generation of relationship marketers. The organization provides pioneering software for customer intelligence and relationship marketing. Every month Emailvision's marketing cloud platform delivers 600,000 campaigns for 3,300 clients. Emailvision is located in 22 countries around the world. http://www.emailvision.com
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