The research conducted by Emarsys and Opinion Matters revealed that there is a disconnect between what retailers think consumers want and what consumers actually want. Consumers prefer to hear from retailers once a week or less and want brands to prioritize loyalty rewards, customer service, understanding customers, connecting the online and in-store experience, and improving the delivery process. Additionally, only 30% of consumers think their feedback is being taken into account, and they prefer to receive sales notifications in-store, via social media, or by email. Emarsys suggests retailers prioritize their communications and curate meaningful messages in order to engage with customers.
Excerpt from the main article:
by Ray Schultz , Columnist. Retailers headed to the NRF 2023 conference could be in for an unpleasant surprise: Consumers have different ideas about what is important, according to new research by Emarsys, conducted by Opinion Matters. For instance, 61% of retailers believe their customers want to hear from them multiple times a week (by email or other means). But only 31% of consumers agree: they prefer to hear from retailers once a week or less. Indeed, 15% of consumers only want to hear from retailers when there are specials or deals, but this is recognized by only 5%
Marketing Chasm: Consumers And Retailers Have Different Ideas was originally published on MediaPost | Email Insider