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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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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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Liberty Media reduces Barnes & Noble stake

BY Dan Berthiaume

New York — Liberty Media Corp. has entered into agreements to reduce its stake in Barnes & Noble. Liberty Media informed Barnes & Noble that while Liberty has sold the majority of its shares to qualified institutional buyers, it will retain approximately 10% of its initial $204 million investment, which could be converted to a 17% ownership stake.

Liberty further informed Barnes & Noble that the sale is expected to settle on April 8. As a result of Liberty’s reduced ownership, they will no longer have the right to elect two preferred stock directors to Barnes & Noble’s board. In addition, Liberty’s consent rights and pre-emptive rights will cease to apply. Due to the loss of the right to elect two preferred stock directors, Greg Maffei president and CEO, Liberty Media, will cease to serve on the board as of the closing on April 8. Mark Carleton has been re-elected to the Barnes & Noble Board effective upon the closing on April 8.

“By reducing our preferred position and eliminating some of our related rights, Barnes & Noble will gain greater flexibility to accomplish their strategic objectives,” said Maffei.“We look forward to maintaining our relationship with the Company and are pleased that Mark Carleton will continue serving on the board. Mike Huseby and his team are doing a great job in the retail, college and Nook spaces,” Maffei added.

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