Study: Loyal Consumers Want Special Treatment Year-Round

Share this content:
Three-quarters of consumers think they should receive specialized treatment at stores that they are particularly loyal to during the holidays, according to a study released today by Grizzard Performance Group.


Grizzard, Atlanta, a company that specializes in database-driven customer-based strategies, conducted the study in early November to learn about consumer expectations and retailer offerings regarding customer service during the holidays.


The 75 percent statistic is further supported by a Grizzard survey done in May that found 78 percent of consumers expect year-round special treatment from stores they are loyal to.


The current study, which surveyed more than 1,000 consumers in addition to the top 25 retail companies based on revenue, also found that retailers meet the desires of the consumer only 33 percent of the time when it comes to the preferred types of special treatment they expect in return for their loyal year-round patronage to specific stores.


The top three forms of special treatment retailers provide: special pricing, including special credit terms, promotions or enhanced gift certificates; more personalized, customized customer communication; and special access to phone numbers and Web pages.


Meanwhile, the top three forms of special treatment requested by consumers are: special pricing, including special credit terms, promotions or enhanced gift certificates; first access to new and sale merchandise; and invitations to loyal-customer-only events.


"Consumers want special treatment from retailers, they don't want what many retailers are offering -- such as specialized Web pages or phone numbers or customized communications that retailers today can easily flip a switch to start," said Michael King, group vice president of Grizzard Performance Group. "Retailers have to take an extra step to reach these loyal customers. They have to make an emotional connection to these people."


One of the most important statistics, King said, was that one out of two consumers admitted they are bothered that the retailers they patronize frequently seem to recognize their value only just before or during the holidays.


"The key here is that consumers are not stupid," he said. "They don't want to be called two days before the prom. Retailers have to show value to their loyal customers throughout the year, not just during the holidays."


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above