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)

Every customer should be treated as an incentive seeker

The right offer can make anyone switch brands or stores

RetailMeNot commissioned the study to evaluate the current state of discounts and offers throughout the consumer shopping journey. The results show the continued importance of discounts for today's savvy shoppers, and highlight new opportunities for retailers to gain new customers, increase customer loyalty, and drive additional revenue.

While the retail industry continues to evolve, one thing remains true: discounts are important for driving purchases. Today's shopping journey is often predicated on a coupon or discount sparking the intent to purchase. In fact, shoppers agree that discounts can influence where they shop (77%) and speed up the decision-making process (48%), even more so than good customer service and selection of products. Additionally, two-thirds of shoppers will either not shop without a discount or will look for discounts before they begin shopping.

The data also shows that across all categories, brand loyalty is up for grabs based on available discounts. More than half of shoppers (55%) have abandoned a shopping cart due to costs being too high and a third of shoppers (32%) have abandoned because they found a discount with a different retailer.

"While some things continue to change in the retail landscape, the incremental gains retailers can garner from a smart promotional strategy remain the same," said Marissa Tarleton, chief marketing officer, RetailMeNot, Inc. "Shoppers are feeling optimistic and ready to spend, but crave discounts to feel they are using their money wisely. These deals can then drive other positive behaviors such as speedy decision making and increased brand loyalty."

Shoppers increasingly turn to streamlined channels that make finding discounts easier. In fact, 71% of shoppers want one savings destination for all of their discounts or offers. The popularity of savings apps has grown the most since a similar study Forrester Consulting conducted on behalf of RetailMeNot in 2014: 38% of shoppers say they use savings apps today, a twenty-eight percentage point increase from 2014.

To receive product recommendations or specific offers, today's shoppers are willing to trust retailers with personal information. More than half of consumers (60%) will tell retailers the types of products they like if asked, and 52% are willing to receive in-store texts with discounts while they are shopping in a physical store.

"To win with today's customers, retailers need to keep the basics of smart promotional strategies and streamlined experiences in mind," said Tarleton. "By continuing to weave smart promotional strategies into everyday marketing tactics, retailers can stay top of mind for consumers and ahead of the competition."

The full study has been made available for free download from RetailMeNot's web site: http://www.rmn.com/ForresterTLP2018

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)