Loyalty Lore and Truisms

by Jerry W. Thomas on May 5, 2016 12:00:00 AM Consumer Behavior, Support Services

Editorial Disclaimer: The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

The many “truisms’’ of customer loyalty lore are mostly a set of mythologies to deceive the gullible and exploit the innocent. Let us explore these mythologies and then talk about best practices for customer satisfaction and customer loyalty research.

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A New Advertising Leader in 2017: Digital to Surpass Television

by Monica Eaton-Cardone on May 2, 2016 12:00:00 AM Digital Marketing, DRTV, Consumer Behavior

The advertising world will never be the same again. History is being made, and records are being broken. Consumers have made their preferences known, and advertisers need to adjust if they want to retain the competitive edge.

A New Era of Advertising

According to a recent eMarketer study, 2017 is the year that digital ad spend will finally turn the tables on its cord-connected counterpart.

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Why It’s Good Business to Embrace Video in Digital-Marketing Campaigns

by Brittany Thomas on Mar 21, 2016 12:00:00 AM Digital Marketing, Consumer Behavior

Businesses that want potential customers to linger longer on their websites have an easy tool for making that happen—video. It turns out, giving website visitors text to read or photos to look at isn’t enough to keep them engaged. But add a video and they’ll hang around, on average, an extra two minutes.

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3 Ways to Build Customer Trust and Loyalty in 2016

by Kirsty Tull on Mar 18, 2016 12:00:00 AM Digital Marketing, e-Commerce, Consumer Behavior, Retail

Global ecommerce is projected to top USD $1.8 trillion in 2016, and while digital consumers are enamored with the convenience of mobile shopping, analysts are finding that they’re also concerned about some aspects of the ecommerce experience. In its 2015 Consumer Payments Survey, PricewaterhouseCoopers subsidiary Strategy& found that digital shoppers want better data privacy, more assurances of transaction security, and more rewards and offers when they shop online. Ecommerce and mcommerce merchants who address these consumer concerns wisely can build customer trust and differentiate themselves from the competition in the year ahead.

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Customer Connection: Use Trust and Timing to Grow DR Sales

by Craig Handley on Feb 8, 2016 3:00:00 AM Consumer Behavior, Support Services

If you ask anyone what the key to successful customer service is, the answer will often be some form of ‘treat your customer how you would like to be treated.’ However, this statement fails to recognize the importance of a personalized customer experience—each individual customer has a preferred form of interaction and treatment.

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The Invisible Colors of Retail

by Pamela Webber on Feb 1, 2016 12:00:00 AM DRTV, e-Commerce, Consumer Behavior, Retail

Did you know the world has a favorite color? It is blue. Blue tops the list across cultures and in business, too. Fifty-three percent of businesses that design their logos on 99designs request blue—that’s almost twice as often as the next most popular color. In retail, three of the top four industry leaders (Walmart, Costco, and Kroger) use blue, too.

But what’s even more interesting is the colors businesses aren’t using—but maybe should. These “invisible colors” can provide an excellent way for retailers to stand out from the competition.

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Holiday Returns Are Peaking, Too

by Jim Brill on Jan 15, 2016 12:00:00 AM Digital Marketing, DRTV, e-Commerce, Consumer Behavior, Retail, Support Services

While most of us were busy taking down the Christmas decorations during the first week of January, many others were returning those wrong-sized or otherwise unwanted gifts. That’s why UPS predicted that it would return more than a million packages to retailers on Jan. 6, 2016.  

Accordingly, UPS designated this “National Returns Day,” the year’s busiest day for returns. By the end of the first week of 2016, we anticipated processing more than 5 million return packages – 500,000 more than this time last year.

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Radio Defines Mass Medium

by Natalie Hale and David Alpern on Jan 11, 2016 12:00:00 AM DRTV, Consumer Behavior, Radio

Without disputing the vitality of digital, television, and print in any DR media mix, it needs to be reinforced that radio is the one remaining true mass medium; reaching more than 93 percent of Americans each and every week. In many markets, there are often individual stations that easily cume (reach) 10 percent or more of their entire local population.

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Men, Shopping & Mobile: 3 Critical Insights That Helped Capture the Male Shopper

by Jerry Hum on Nov 18, 2015 8:30:00 PM Digital Marketing, e-Commerce, Consumer Behavior, Retail

Given the recent success of e-commerce brands targeting men—from Bonobos to Dollar Shave Club—it’s easy to forget that just a few years ago, few people saw male shoppers as a viable market for e-commerce.

Many traditional retailers—and even those online such as Gilt—have struggled to capture the attention of male shoppers. We saw a huge gap in the marketplace back in 2012 when we started Touch of Modern.

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6 Important Statistics About U.S. Hispanic Consumers

by Cory Bergeron on Sep 13, 2015 3:00:00 PM Consumer Behavior

I am a northern boy. Born and raised in New England and Pennsylvania and as vanilla as they come, I once viewed the U.S. Hispanic population as little more than a smattering of communities centered around our southern borders. Ignorant as I was in my upbringing (spending my high school years amid corn, soybeans, and Amish buggies), my eyes became wide open rather quickly upon my first visit to a college in Miami! As I look back 20 years now, I laugh at how sheltered my perspective had been.
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Leveraging Big Data to Build Customer Conversations

by Jeff Kirchick and Sam Espinosa on Aug 10, 2015 7:30:00 PM D2C Convention, Digital Marketing, Consumer Behavior

Are you planning to attend this year’s ERA D2C Convention and want to learn more about Big Data? Then join us on Wednesday, October 7, in the Learning Lounge for “ Modern Marketing: Are You Meeting the Connected Customer’s Expectations?” During this 30-minute session, Next Caller’s Sam Espinosa and Jeff Kirchick will be speaking on the importance of using Big Data to increase customer response and maximize contact synchronicity.
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5 Reasons Why Merchants Should Offer Discounts to Shoppers

by Greg Shepard on Jun 21, 2015 5:00:00 PM Digital Marketing, e-Commerce, Consumer Behavior

Hey direct marketers and merchants. Stop. It’s not your problem. You can’t solve it. Many of you think the issue with coupons is your issue to solve in order to raise the average sale price. Stop, slow down, and look at one simple fact. More than 70 percent of the U.S. population will not buy your brand without a discount simply because they cannot afford to do so.

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OPINION: How Much Should Direct Response Marketers Care about Customer Satisfaction?

by Jordan Pine on Dec 15, 2014 8:30:00 PM Digital Marketing, DRTV, Consumer Behavior

Editorial Disclaimer: The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

There is an inherent conflict between the companies that market your typical ‘As Seen on TV’ (ASOTV) product and their customers. The companies want to make a profit, of course, while also ensuring their product sells at a rate deemed worthy of staying on the shelf. Their customers want a product that delivers on the promises made in a TV commercial, and they want it for a bargain price.

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4 Buyer Personas That Will Have Direct Response Marketers Wanting More

by Sam Mallikarjunan on Dec 14, 2014 7:30:00 PM Digital Marketing, Consumer Behavior

Buyer personas are perhaps the most valuable tool available to the modern eCommerce marketer—the tool by which all other tactics are guided. Buyer personas are simply stories containing specific parameters that help you identify how to reach and influence a specific type of customer.
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Retail Study: Six Truths Your Customers Want You to Know

by Shannon Warner on Nov 30, 2014 8:00:00 PM Digital Marketing, Consumer Behavior

Shoppers know retail better than you do. But in the name of innovation, many retailers are implementing new systems without first finding out what their increasingly technologically savvy customers want. They forget customer empathy, and that’s a big mistake.

In the fifth annual Cognizant Shopper Experience Study, we asked 5,300 shoppers for their opinions—and they gave us an earful.

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NRF Survey: Bargain Hunters Holding Out for Hot Holiday Deals

by Kathy Grannis on Nov 23, 2014 5:00:00 AM Consumer Behavior

Procrastinators and bargain hunters alike are taking their time getting started with their holiday shopping bonanza, possibly to take advantage of deeper discounts over Thanksgiving weekend and late in the season. According to NRF’s Holiday Consumer Spending Survey conducted by Prosper Insights & Analytics, 45.6 percent of holiday shoppers say they haven’t started shopping yet, relatively flat with last years’ 46.2 percent but the lowest in the survey’s seven-year history.
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Editorial Disclaimer

The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.