• Fresh Relevance survey identifies how to gain repeat custom

        • In its 2018 Loyalty Forecast, Fresh Relevance, the real-time personalisation platform, identified the four pieces of the loyalty puzzle, breaking down the touchpoints that create repeat customers, including: Convenience, Experience, Services and Communications. The survey of over 1,000 consumers was commissioned by third party research firm YouGov; the full report can be found here.

          Convenience Rules

          With an oversaturation of online and in-store options that can satisfy their every need, any slight inconvenience can prompt a shopper to turn to a competitor. According to the survey, 60 per cent would stop buying from an online store if the website was difficult to navigate and nearly half (46%) said a frustrating online experience hurts their opinion of a brand overall. More than a third (38%) are unlikely to purchase from a retailer if their mobile site doesn’t function well.

          The Age of the Experience Store

          Despite the prevalence of ecommerce, physical spaces to ‘try before you buy’ are crucial to a satisfactory customer experience. Nearly half (43%) of consumers want to physically try products in-store before they buy online.

          Ease of Services

          One way of attracting loyal customers is as easy as simplifying services like shopping and returns. Consumers chose the services most important to them when considering a retailer to regularly engage with, including:

          • Free returns (69%)
          • Free two-day shipping (68%)
          • Free pickup for returns (65%)
          • In-store returns at any location for online purchases (55%)
          • Same-day shipping (42%)

          Targeted Communications

          To ensure consumers are happy with the content and frequency of marketing communications, marketers should consider bucking spray-and-pray email marketing strategies, considering over one in four (28%) are more likely to be loyal to a brand that sends messages that are tailored to them. However, calling consumers by their first names isn’t an effective personalisation strategy, as more than a third (35%) of consumers don’t find it important.

          Effective targeting is key, as two in five consumers (41%) would consider not shopping with a retailer that regularly emailed them with irrelevant information. One in four consumers (25%) want to be sent product recommendations based on items they’ve viewed or purchased. A similar percentage of shoppers (26%) also want retailers to notice when they buy something for someone else, so they don’t send promotions or product recommendations for irrelevant items.

          Mike Austin, co-founder and CEO of Fresh Relevance said, “today’s consumers – namely millennials and Gen X – have reached ‘peak stuff’ because they have everything they need and can access anything they want with the click of a button, shoppers quickly turn to a competitor if a retailer is difficult to do business with or treats them just like one in a crowd. Personalisation is the secret to forging repeat, long-term relationships – the key to profitability. Effectively using customer data to build out a tailored marketing strategy around the four pillars of loyalty (convenience, experiences, services and communications) will ensure that shoppers feel valued and satisfied at every touchpoint - resulting in repeat, long-term customers.”

        • Stay up to date - Click here and register for FREE OEN online membership and enjoy unlimited access to a host of benefits including the exclusive members area of the website, downloadable business tools, current and back issues archive, priority breaking news alerts, weekly e news summary and the OEN app

        • Related Articles

        • Kyocera DS reveals formula of digital transformation

          Kyocera DS reveals formula of digital transformation

          Wednesday 17th Jul 2019 by clareb
          Digital transformation is here and it's here to stay. Yet, many organisations from all sectors are encountering the same problem: understanding what digital transformation is. While they are trying to move towards digitalisation and automation, K...Read More...
          Online shopping to account for 53% by 2028

          Online shopping to account for 53% by 2028

          Monday 15th Jul 2019 by clareb
          Online shopping will account for more than 50 per cent of retail sales (up from 19% currently) in the next ten years according to a new report, The Digital Tipping Point.  Commissioned by law firm Womble Bond Dickinson (WBD), the report reveals...Read More...
          Nearly 1/3 organisations lose data due to data centre outages

          Nearly 1/3 organisations lose data due to data centre outages

          Friday 28th Jun 2019 by clareb
          Nearly one-third of organisations (30%) said they had lost data as a result of a data centre outage in the past year, while more than four in ten (42%) said they had experienced a period of downtime. That’s according to a new survey conducted b...Read More...
                • About Us

                  OEN is the leading source of business news and information for buyers of office equipment, supplies and services within mid tier and up sized organisations. Our multi-platform approach delivers relevant, engaging and focussed content via our main printed magazine, bespoke guides and supplements, website, digital editions, apps, and newsletters with an unrivalled reach across the industry. A highly trusted and respected brand for many years, the print version of OEN last year celebrated its Diamond anniversary.

                  For our latest Media packs and more details on our range of services click here

                • View Latest Issue