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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.

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The retail experience is king this Christmas

Brands providing a poor customer experience will face a tough holiday shopping season this year, with a survey from Emailvision and YouGov finding that the consumer's shopping experience both online and in-store will make all the difference to where they shop.

More than half of adults online (53%) admit that their online and in-store experiences with brands are likely to affect who they choose to shop with for gifts and presents this festive season. This year, shoppers in the UK are set to spend a total of £87 billion and, in a noisy market filled with attractive offers, retail brands will need to work hard to keep their customers happy and loyal, the survey concluded.

According to Emailvision, retailers must make the most of all available customer data and take advantage of this last consumer 'splurge' before the New Year, making sure that their holiday messages are both relevant and personal.

Female shoppers are the most likely to either cherish or begrudge a brand, with almost three fifths (59%) saying their previous in-store and online experiences are likely to influence who they choose to shop with this festive season. This is compared to only 48% of men whose experiences are likely to influence their shopping habits.

Those working full time will be the most selective with their cash. Over half (56%) said their choice of brand this festive season is likely to be affected by online and in-store experiences, compared to only 40% of unemployed people.

The study also showed that Scottish adults are the most likely to be selective with their shopping choices, with 59% admitting their shopping experience is likely to influence their festive shop. The Midlands are slightly more forgiving with under half (47%) claiming their online and in-store experiences would sway their store preferences.

"This survey acts as a reminder to retailers and marketers who may be focusing more on their offers and less on the overall customer experience. Many retailers may be expecting a pre-holiday spike in sales, but to earn this revenue they will need to create tailored shopping experiences," said Henry Smith, product marketing director for Emailvision.

The goal for retailers should therefore be to make communications and customer interactions engaging and seamlessly integrated into the holiday shopping experience. Armed with information about customers and their preferences, it is still possible to give consumers a very positive shopping experience, even in the hectic holiday rush when the customer experience, sales support, and customer service are often stretched beyond normal capacity.

Sources: Emailvision; YouGov / The Marketing Factbook.
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Categorised as:

Customer Experience
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

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.

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