MARKETING/SOCIAL MEDIA

Survey: Consumers prefer personalized omni-channel offers

BY Dan Berthiaume

New York – Consumers are increasingly performing omni-channel shopping, and prefer personalized offers across the different channels they shop. According to a new survey of more than 1,000 online consumers from retail personalization technology vendor Synqera, U.S. consumers still prefer promotional content and coupons from traditional print media (magazine, newsletter/flyer, newspaper) (75%), found online (72%), or received after a purchase (62%) for future shopping.

Yet 45% would want to get this content at various locations throughout the brick-and-mortar store, and 85% prefer personalized offers reflecting their past shopping behavior. Ninety-two percent of total respondents who said they would be more likely to return to a store that provided an in-store discount across the holidays.

Other findings within the survey:

• Respondents making between $80,000-$100,000 were most likely to use an omni-channel approach to shopping, using their mobile devices, online and in-store to make purchases.

• 81% would not search for promotions and coupons on a retailer or grocer’s mobile app and 73% would not want them sent directly to their mobile device.

• 57% of total respondents said, they signed up for a retailer or grocer’s rewards or loyalty program this past year for a discount.

• Two-thirds (67%) of shoppers prefer receiving a coupon for groceries, while only 14% would be interested in cosmetics (bath and body products), toiletries and beauty product coupons.

• Consumers are most interested in promotions and coupons for grocery and clothing, and least interested in ones for pet supplies or furniture.

• Almost five-times more consumers want coupons on groceries than on clothing, and 10-times more interest in groceries than household goods.

• However, they prefer cosmetic promotions and coupons over ones for pet supplies.

• Specifically asked about grocery store shopping, almost half (45%) would have changed their holiday menu(s) if their grocery store promoted holiday-themed recipes or themed meal ideas including items within the store.

• The younger generations are more flexible: two thirds of respondents aged 18-44 would have changed their holiday meal menus, while two-thirds aged 45-70 would not have changed menus

Outside of the promotional disconnect that consumers are feeling with retailers, 63% of price-aware U.S. shoppers within the survey said their in-store holiday shopping experience could have been improved, especially for those shoppers under the age of 45. More than half of those that want improvement said that they’d consider using personalized coupons and more information about products. 86% of respondents said they would have purchased an item that was similar in look and quality (but less expensive) to one that they were originally looking for, if only they had been made aware of it.

"There’s a clear indication within today’s consumer behavior that the current in-store promotional experience isn’t capturing the attention of the omni-channel shopper," said Filipp Shubin, COO of Synqera. "Consumers are asking for more personalized retail experiences that are relevant to their shopping needs, especially across holidays, and they’ll shop at the stores that promote their products accordingly."

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News

Microsoft adds social listening capabilities to CRM

BY CSA STAFF

The ability to develop actionable insights by listening to social conversations is among several powerful new capabilities that have been added to Microsoft Dynamics CRM portfolio.

Microsoft introduced a comprehensive set of new marketing and social listening capabilities to its Microsoft Dynamics CRM suite which are designed to help organizations match their customers to the right products and services, engage with them in the right way at the right time and nurture relationships.

The company said the launch delivers on its promise of rapid innovation with functionality that helps marketers be smarter, efficiently drive and manage campaigns, engage with and care for customers in a personalized manner on virtually any device, anywhere. One of the key aspects of the update to Microsoft Dynamics CRM 2013 is the social listening capability. Breaking from typical industry practice, Microsoft said it has brought social listening capabilities to every sales, service and marketing professional within an organization to empower more employees with deeper insights.
"Businesses want solutions that give them market insights and the ability to deliver amazing customer experiences," said Bob Stutz, corporate vp for Microsoft Dynamics CRM. "The new Microsoft Dynamics CRM update democratizes social listening, adds new marketing capabilities for more impact and enables businesses to deliver outstanding customer service. With this new release, we are essentially changing the CRM game."

The ability to listen is the starting point for every relationship which is why Microsoft said it has emphasized social listening. The company’s new service adds the capabilities for people to analyze and act on market intelligence from social conversations, including measuring sentiment across a wide array of social channels. It also allows users to track product, brand, competitor and campaigns globally and in real time to gain true understanding of their customers and their business across the social Web.

Other upgrades relate to Microsoft Dynamics Marketing (formerly MarketingPilot) where changes were made to make the design of powerful marketing campaigns easier and more intuitive. Marketers have been given the ability to reach customers more effectively across multiple channels, manage leads, deliver millions of email messages daily and perform deep marketing analytics in 35 markets in 10 languages.

Other advancements came in the often overlooked area of customer care. Microsoft said it created a new “unified service desk,” application for call centers that provides insight into customer needs across every channel, including the Web, social and mobile. For example, alongside the capabilities gained in the recent acquisition of Parature, Microsoft Dynamics CRM now offers customers a choice in deploying customer service capabilities ranging from self-service via support portals, Facebook and Twitter to Web chat and video capabilities, all of which leverage a shared knowledge base to ensure answers can be delivered consistently on the right channel at the right time.

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OPERATIONS

Co-founder of Cabela’s dies at 77

BY Marianne Wilson

Sidney, Neb. — Richard N. Cabela, co-founder and chairman emeritus of the $3.6 billion, outdoor outfitters chain, Cabela’s Inc., died Monday at his home in Sidney, Neb. No cause was given. He was 77.

Cabela served as chairman of the board until June 2013, when he transitioned to chairman emeritus and his brother, Jim Cabela, became chairman.

Cabela founded the company in 1961 with his wife, Mary, and his brother. He is survived by his wife and their nine children and their families, as well as two sisters and three brothers.

“Dick and Jim made it possible for sportsmen and women to get quality outdoor products no matter where they lived,” said Tommy Millner, Cabela’s CEO. “They weren’t the first to offer outdoor goods through the mail, but nobody did it better or with more care about providing customers a good value for their money. Outdoorsmen and women have lost a true friend, a man who improved their lot by putting them first, by working to provide what they wanted and needed for their hunting and fishing adventures. He pushed for research and development in every outdoor field.”

According to Millner, Cabela always looked out for the customer and if he couldn’t find a vendor to provide what he wanted, he pushed Cabela’s to design and make it. Because of that passion, the Cabela’s brand and its products are iconic throughout the world, Millner said.

“The outdoor industry has lost an innovative thinker and a tireless supporter of wildlife and habitat conservation; the business world has lost a true original, who built a business model that will be studied and emulated for years; a man who, through perseverance and hard work, achieved the American Dream,” Millner said.

In addition to its worldwide catalog and Internet business, Cabela’s operates 50 stores in the United States and Canada.

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