MARKETING/SOCIAL MEDIA

Survey: Personalized post-purchase brand interactions important

BY Dan Berthiaume

Jeffersonville, Ind. – The key to repeat customers is personalized communication from brands after purchases. According to a new survey of 1,000 U.S. consumers from multichannel customer engagement solutions provider Accent Marketing Services LLC, 86% of consumers say it’s important to have a positive experience after making a purchase.

Key findings in the report also include:

• Nearly half of consumers interact with brands after a purchase.

• Word-of-mouth marketing is still critical with 79% of consumers telling family and friends when they have had a great experience with a brand.

• Ninety-three percent of consumers claim that a positive response or special offer can help restore the company’s reputation after a bad experience.

• Only 26% of consumers have used their phone to contact a company through mobile app with a service question after making a purchase.

“As consumers continue to evolve, we are seeing a significant shift in what CMOs are focusing on,” said David Norton, executive VP customer analytics and insights at MDC Partners and chairman Accent Marketing Services. “Their focus used to be solely on customer acquisition. CMOs today need to spend time to understand and engage customers across the entire lifecycle, not only pre-purchase. What our research has uncovered is that when CMOs consider the entire lifecycle, they can maximize return on investment.”

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REAL ESTATE

DSW opens three new stores April 10

BY Dan Berthiaume

Columbus, Ohio – DSW Inc. is opening three new stores on April 10. The stores will be located in Tempe, Ariz., DeKalb, Ill., and Washington, D.C.

DSW Rewards is a free loyalty program in which customers earn certificates toward future DSW purchases and receive special member-only offers. Customers can also participate in a Shoe Lover community on Facebook to receive exclusive offers and giveaways.

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MARKETING/SOCIAL MEDIA

Home Depot launches ‘Spring Black Friday’ sale

BY Dan Berthiaume

Atlanta – The Home Depot’s fifth annual Spring Black Friday starts April 3. For the next 11 days, prices on hundreds of spring products will be significantly reduced, including a variety of live goods, soils, mulches and lawn care supplies; outdoor power tools; gardening products; patios and grills.

"This spring and every season, The Home Depot aims to bring the latest tools to market to make the to-do list easier and simpler," said Dana Hudson, The Home Depot senior merchant.

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