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)

Why loyalty is essential in the current retail climate

Millennials stick to a single retailer for each category

Based on a survey of over 1,200 consumers, the "Building Loyalty with Dynamic Shoppers" findings reveal that loyalty is paramount in the current competitive retail climate. Specifically, 34% of all respondents - and 47% of millennials and 57% of millennial parents - have just one preferred retailer for each purchase category.

Shoppers reported that to earn their loyalty, it's critical for retailers to: safeguard and protect personal information (76%); reward them with personalized discounts or special offers (73%); and interact with them through their preferred communication channel (55%).

Additional best practices for retailers, based on study findings, include:

• Connect throughout the year to win the critical back-to-school and holiday shopping seasons. 73% of consumers typically shop retailers who have reached out to them throughout the year. Only 27% say they shop new retailers during key time periods (holidays, back-to-school, etc.). Millennial parents, however, are more open to new retailers during these shopping time periods (49%).
• Reach millennial parents at work. Notably, millennials shop more frequently than other consumer segments. While 30% of respondents said they shop for apparel/shoes at least one time per month, 46% of millennials noted this behavior. 62% of millennial parents often make purchases during work when they see an email, online ad or mobile notification from a retailer. Additionally, 74% say they often shop at stores close to work on their lunch break or before/after work.
• Attract shoppers with advertising and promotions. Nearly three-fourths (73%) of consumers admitted they can be swayed by advertised promotions and sales for where to shop and what to buy. Forty-seven percent of consumers say receiving an offer will drive them to visit a store or website they don't typically shop. 44% of respondents say that receiving a print ad encourages them to go online and make a purchase from that retailer. This is higher for millennials (58%) and millennial parents (72%). It appears retailers have heard consumers' expectations on this front. According to a separate study by RetailMeNot, 76% of retailers plan to increase the amount of promotions they are offering in 2018.

"The competitive retail climate has made it crucial for brands to differentiate and prove their value to customers," said Curtis Tingle, Chief Marketing Officer, Valassis. "There are a number of variables that impact a consumer's decision on where to shop. Discounts, offers, communication frequency, channel of engagement and more, all play a role in determining which brands become preferred retailers and reap the rewards of a loyal customer base."

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)