Customer service record may impact on festive revenues

Wednesday 21 November 2012

Consumers' online and in-store experiences with brands will determine who they shop online with this Christmas, it has been claimed.

Research commissioned by customer intelligence and relationship marketing firm Emailvision found that 53 per cent of people will be selective over who they buy goods from.

And with UK consumers set to spend up to £87 billion this festive season, businesses are naturally incentivised to place a greater focus on the customer experience.

"In a noisy market filled with attractive offers, retail brands will need to work hard to keep their customers happy and loyal," Emailvision stated.

"Retailers need to make the most of available customer data and take advantage of this last consumer splurge before the New Year’s resolutions kick in."

The study found that female shoppers are the most likely to either cherish or begrudge a brand.

Almost three-fifths (59 per cent) said their previous in-store and online experiences are likely to influence who they choose to shop with. This is compared to 48 per cent of men.

Full-time workers will be the most selective with their cash, with 56 per cent likely to be more discerning over vendors, compared to 40 per cent of unemployed people.

Emailvision also found that Scottish adults are the most likely to be choosy, with 59 per cent admitting their past shopping experience is likely to influence their festive retail choices.

People in the Midlands were found to be slightly more forgiving - under half (47 per cent) said they would be swayed by their customer history.

"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," said Henry Smith, product marketing director at Emailvision.

"Many retailers may be expecting a pre-holiday spike in sales, but to earn this revenue they will need to create tailored shopping experiences."

Posted by Jenny Arthur