Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Customers will pay more if they're loyal to the retailer

Value and quality are the top drivers of loyalty for most

In "The Retail Shopper's Journey to Loyalty" report, Yes Marketing surveyed over 1,000 retail shoppers to identify their priorities and motivations as they move along the customer journey, from initial interaction with a brand to brand loyalty. The report revealed that 41% of consumers rank product quality/value of products as the top reason they're loyal to a retailer while 35% rank price highest.

The findings indicate that elements like free shipping perform well in driving purchases with new customers but are less influential for long-term loyalty. In fact, only 3% of shoppers ranked free or expedited shipping as the top driver of loyalty. On the other hand, 40% of consumers ranked it as the top convenience factor they consider before making a purchase with a new retailer. Marketers can leverage these findings to prioritize the benefits they communicate to customers at different points in their journey.

"The seamless and personalized consumer experience, which is a critical component of loyalty, has become table stakes," said Jim Sturm, president of Yes Marketing. "It takes so much more to deliver on the different expectations customers have for retailers at each stage of their journey. Smart brands must differentiate between effective acquisition tactics and effective loyalty strategies. This distinction can help brands increase lifetime customer value and create truly successful lifecycle programs."

In terms of rewards, the report found that cash is king with 39% of consumers reporting that cash incentives make them feel most rewarded for their loyalty, followed by early access to products (23%) and exclusive promotions (18%).

Additional findings from the report include:

• Overall, 73% of consumers report that they feel adequately rewarded for their loyalty.
• Only 9% of consumers say points toward specific rewards is the top factor for feeling rewarded for their loyalty.
• Similarly, just 9% of consumers say free or expedited shipping is a top factor in making them feel rewarded for their loyalty while just 1% ranked access to exclusive events as their top choice.
• Memorable or exciting marketing communications, convenient returns options and social responsibility were the least influential loyalty drivers, with only 1% of consumers ranking these as the most influential factor in driving loyalty.

"With the continuous evolution of the retail sector, retailers must build strong customer relationships to create lifetime loyalty and drive revenue," said Michael Iaccarino, CEO and chairman of Infogroup, parent company of Yes Marketing. "Given the significant impact customer loyalty has on business results, retailers need to find a service and technology partner who can enhance and execute their marketing strategies to adapt to changing consumer expectations."

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)