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Loyalty schemes trump social media at Christmas

While consumers remain cautiously optimistic and holiday season spending is expected to rise only 0.9% over 2009's figures, perhaps of greater interest are the underlying shifts in consumer behaviour found in this year's holiday spending, as observed by strategy consulting firm Stax.

Stax surveyed more than 1,000 holiday shoppers in early November to gain a clearer picture of consumers' retail purchasing choices and decision drivers this holiday season, and three noteworthy trends emerged from the research:

  1. Traditional retailers risk losing out
    Traditional retailers are at risk of permanently losing customers without a more compelling value proposition. With luxury channels competing on brands and value retailers on price, traditional retailers may find themselves squeezed in the middle.
  2. Promotional 'arms race'
    The confluence of technology, retailers' emphasis on driving sales at all costs, and the economy has instigated a promotions 'arms race' that makes it harder for retailers to effectively reach consumers.
  3. Loyalty programmes still drive value
    While social media and mobility will be important platforms for retailers in the future, value is currently being driven through other, more familiar means such as loyalty programmes. Without a call to action, social media will continue to lag behind loyalty programmes in effectiveness. Customers enrolled in traditional loyalty programmes currently outspend social media users by a factor of 10 or more.

"While this holiday season is shaping up to be comparable to last year, it is critical for retailers to understand their customers more clearly," warned Sue Sung, managing director for Stax. "As this sentiment is unlikely to wane even when the economy recovers, retailers that engage with shoppers in multiple ways, especially in channel choice and loyalty programmes, will be seen as most valuable to customers."

The rough economy has had a clear impact on consumers' shopping behaviour, with 75% expecting to change the way they shop this holiday season. Other key findings from the US-based survey included:


Sources: Stax /
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Have you seen Easy Ways To Make Marketing Pay?

This is the marketing playbook that will help keep your business at the top of every customer's mind - and wallet - and help you increase Profits, Customer Satisfaction, Customer Retention, Customer Loyalty and Word-of-Mouth Advocacy, both online and offline.

This 120+ page report distils a whole spectrum of marketing best practices, do's and don'ts, practical how-to's, research and wisdom from respected global marketing veterans, explaining both emerging and established marketing techniques, technologies, strategies and practices, and providing you with the data you need to support the best decisions for your new, more profitable, more engaging marketing strategy.

In this comprehensive report you'll find all the information and support you need to build and improve a profitable, effective Marketing Strategy that covers all aspects of your business and customer base.

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You'll gain 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, profit-generating marketing strategy.

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