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Industry Research : Brands Providing Poor Customer Experience Face a Tough Festive Season
More than half of adults online (53%) admit that their online and in-store experiences with brands are likely to affect who they choose to shop with for gifts and presents this festive season, according to an online YouGov survey commissioned by Emailvision, the leader in customer intelligence and relationship marketing.
It’s the last pay check before the festive season commences, and this year UK shoppers are set to spend a total of £87 billion. In a noisy market filled with attractive offers, retail brands will need to work hard to keep their customers happy and loyal. Retailers need to make the most of available customer data and take advantage of this last consumer splurge before the New Year’s resolutions kick in; making sure holiday messages are relevant and personal. This part of the overall customer experience should not be underestimated.
Female shoppers are the most likely to either cherish or begrudge a brand, with almost three fifths (59%) saying their previous in-store and online experiences are likely to influence who they choose to shop with this festive season. This is compared to only 48 per cent of men whose experiences are likely to influence their shopping habits.
Those working full time will be the most selective with their cash. Over half (56%) said their choice of brand this festive season is likely to be affected by online and in-store experiences, compared to only 40 per cent of unemployed people .
The study also showed that Scottish adults are the most likely to be selective with their shopping choices, with 59 per cent admitting their shopping experience is likely to influence their festive shop. The Midlands are slightly more forgiving with under half (47%) claiming their online and in-store experiences would sway their store preferences.
"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 between 2nd - 5th November 2012. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
Posted by Veronica Silva Cusi, news correspondent
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Published: Monday, October 29, 2012