Commentary

Marketing Chasm: Consumers And Retailers Have Different Ideas

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% of those brands. And 12% never want to hear from them at all, a fact recognized by only 2% of retail marketers.   

And consumers and marketers disagree in terms of objectives.

Shoppers say brands should be focused on these priorities:

  • Rewarding customer loyalty — 50% 
  • Improving customer service — 46% 
  • Understanding customers better — 35%
  • Connecting the online and in-store experience — 30%
  • Improving the delivery process — 28% 

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Retailers have a slightly different list of imperatives:

  • Improving customer service — 53.4%
  • Rewarding customer loyalty — 53% 
  • Enhancing online experiences — 50%
  • Understanding customers better — 49% 
  • Providing more digital experiences — 44%

Consumers and retailers also disagree on the question of trust: While 82% of retailers say they review customer feedback and make adjustments accordingly, only 30% of consumers think their input is being studied. And 16% believe that even when it is read, no real chances occur.  

When it comes to channels, 51% of consumers prefer email for sales, and 44% prefer social media. But 45% overall would rather hear about sales in-store. 

For new product announcements, the preferences are in-store (46.7%), social media (46.3%) and email (45%).

“Retailers in 2023 need to be brave with their communications, undergoing a process of ruthless prioritization that leaves only the most meaningful, curated communications at the heart of their marketing,” sayss Meghann York, global head of product marketing, Emarsys, an SAP company. “If you get your message right – your customers will not only want to hear from you, they’ll want to engage with you.”

Opinion matters surveyed 251 senior managers and retailers and 510 consumers in the U.S. between December 23-30, 2022. 

 

 

 

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