Is consistent messaging the key to loyalty?
Engendering retail customer loyalty depends more on consistent marketing efforts than on creating seamless experiences, at least from the perspective of senior retail executives at large companies. That’s according to a recent study on “Retentionomics,” from Forbes Insights and Sailthru.
Asked which internal barriers prevent individuals from becoming repeat customers of their businesses, retail respondents to the survey pointed first to the lack of consistent marketing and communication (51 percent).
The next-largest internal barriers to customer loyalty, per the survey, are the lack of seamless omnichannel/cross-channel shopping experience (40 percent) and the lack of modern, enabling technologies (40 percent).
Fewer cited the lack of personalization (27 percent) as a top barrier to customer loyalty. That may be in response to consumers’ attitudes towards in-store personalization tactics, many of which veer more towards “creepy” than “cool.” Still, a sizable share of consumers say that personalization influences their retail purchase decisions.
Perhaps more surprisingly, though, was the least-cited barrier to customer loyalty: poor or inconsistent customer service (21 percent). That was at the bottom of the list despite recent research from 7 indicating that almost half of consumers will abandon a company and move to a competitor within one day of having a poor customer service experience, given price and products of equal value. Additionally, an Accenture survey released last year indicated that 53 percent of U.S. customers had switched a service provider during the prior year due to poor service.
The overall findings were based on a survey of 300 retail and media/publishing executives conducted in March/April 2016.
- Retailers See Poor Marketing Efforts As Big Barrier to Customer Loyalty – MarketingCharts
- Retentionomics: The Path to Profitable Growth – Forbes Insights
- Customer Service Pain Points Still Driving Consumers Away – MarketingCharts
- Top Service Frustrations That Lead Customers to Abandon A Company – MarketingCharts
- Which In-Store Personalization Tactics Are Creepy? And Which Are Cool? – MarketingCharts
- Consumers Say Personalization Influences Retail Purchase Decisions – MarketingCharts
DISCUSSION QUESTIONS: Do retailers place a high enough priority on consistent marketing and communications? What tips can you offer for delivering a consistent marketing voice?