• Drug Store News, Wednesday, August 24, 2011 9:30 AM

This year, says Motista, only 24% of consumers are planning to make their next relevant purchase with the retailers they frequent today, so retailers must establish and leverage emotional connection to retain their customers and increase sales. The research firm suggests that building deeper connections with consumers can help drive higher levels of purchase intent, response rates, online engagement and advocacy.

Connected consumers are better retail consumers -- consumers who feel emotional connections to their retailers are four times more likely to shop those retailers first when relevant needs arise, as compared to consumers who are simply familiar and satisfied with their retailers, the study found. Connected customers also respond to direct mail from their retailers twice as often as consumers who are familiar and satisfied.

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