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Back-to-school shoppers still prefer retail stores

But greater personalisation would yield higher sales

Consumers in the US want more a better shopping experience by means of personalised offers based on their demographics and past purchases, and they are willing to reward retailers who succeed with greater spending, according to a Back-to-School season survey from marketing personalisation provider Monetate.

Traditional offers such as free shipping and discounts may be very effective in attracting new customers, but they often impact overall profitability by lowering profit margins. They also do very little to cement customers' loyalty. But adding a solid personalisation strategy, the company suggests, can yield much greater profitability and more loyal shoppers.

The study, conducted in partnership with Researchscape International, surveyed US consumers with at least one child under the age of 23, with 85% of the 536 respondents being the primary householder responsible for back-to-school shopping. It found that, although online shopping in general has increased in recent years, back-to-school shopping remains mostly in-store, rather than online. More than half (56%) said they had shopped for their children at bricks-and-mortar stores, compared to only 20% who had shopped online, and only 7% using mobile apps.

Nearly half of all shoppers surveyed (48%) said they made their back-to-school purchases in August, while 38% shopped in July, 12% in June, and 2% at the last minute in September.

Interestingly, the study also found that 60% of consumers would welcome more personalised offers, and those shopping for middle-school children were the most receptive to such offers. Additionally, 78% said they were open to receiving product recommendations from retailers, suggesting that - when done properly by the retailer - personalisation can drive greater sales and higher overall profitability.

"It's clear that consumers welcome personalisation for their back-to-school shopping and those retailers that embrace personalisation will be the big winners, not just for back-to-school sales, but by building sustainable, loyal customer relationships," said Brian O'Neill, Chief Technology Officer for Monetate.


Sources: Monetate; Researchscape International /
The Marketing Factbook.
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    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)
 
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