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Brands Providing Poor Customer Experience Face a Tough Holiday Season



    Brands Providing Poor Customer Experience Face a Tough Holiday Season

Survey of festive spenders reveals that consumer shopping experience online
and in-store can make all the difference

PR Newswire

NEW YORK, November 20, 2012

NEW YORK, November 20, 2012 /PRNewswire/ --

More than half of adults online (53%) admit that their online and in-store
experiences with brands are likely to affect from whom they choose to shop for
gifts this holiday season, according to an online YouGov survey commissioned
by Emailvision, the leader in customer intelligence and relationship
marketing.

The National Retail Federation forecasts 2012 holiday spending to total $586.1
billion in the US, but in a noisy market filled with attractive offers, retail
brands will need to work hard to keep their customers happy and loyal.

The survey showed that female shoppers are the most likely to either cherish
or begrudge a brand based on their interactions, with almost three fifths
(59%) saying their previous in-store and online experiences are likely to
influence with whom they choose to shop this holiday season. This is compared
to only 48 percent of men who reported their experiences are likely to
influence their shopping habits.

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

One part of the overall customer experience that shouldn't be underestimated
is the relevance of marketing messages. By leveraging available data,
retailers can better personalize offers and establish a closer relationship
with customers.  

"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," says Henry
Smith, Product Marketing Director at Emailvision.

He continues, "The good news is that with customer intelligence technology
it's easy to turn customer data into very effective holiday marketing. The
goal for retailers should be to make communications and customer interactions
engaging and seamlessly integrated into the holiday shopping experience. By
weaving together appropriate communications, based on a customer's previous
interactions with a brand, retailers can be sure they won't lose out on their
portion of the holiday spending spree."

Retailers need to ensure they are not missing a trick when it comes to
customer experience. Armed with information about customers and their
preferences, it's possible to give consumers a very positive shopping
experience, even in the holiday rush.

All figures, unless otherwise stated, are from YouGov Plc.  Total sample size
was 2001 adults. Fieldwork was undertaken November 2-5, 2012.  The survey was
carried out online. The figures have been weighted and are representative of
all GB adults (aged 18+).

Notes to editor

Nick Heys, CEO of Emailvision and Robert Brosnan, Senior Analyst at Forrester,
are hosting a webinar covering what every digital marketer needs to know about
customer intelligence. The webinar will take place on December 11 at 11am EST.
Register for free.

About Emailvision

The smartest relationship marketing campaigns are powered by Emailvision. With
more than 13 years of research and development, Emailvision is delivering SaaS
solutions for the next-generation of relationship marketers. The organization
provides pioneering software for customer intelligence and relationship
marketing. Every month Emailvision's marketing cloud platform delivers 600,000
campaigns for 3,300 clients. Emailvision is located in 22 countries around the
world. http://www.emailvision.com

For more information, please contact:
Sherry Smith
MWW Group for Emailvision
Email: ssmith@mww.com  Tel: +1-646-797-3139, Mobile: +1-917-593-2716

SOURCE Emailvision
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