Dubai PR Network, Online Press Release from Dubai and Middle East
 
Mall, Retail & Hospitality(Real Estate & Retail)
Filter PR by
  
Retailers risk losing 81% of their loyal customers if they fail to provide multichannel promotions
 
Retailers risk losing 81% of their loyal customers if they fail to provide multichannel promotions
Collinson’s (formally known as ICLP) study reveals the deadly discounting sins that could cost a retailer their customers’ loyalty
 
Dubai, UAE, December 26, 2018:  Retailers are at risk of losing their most loyal customers if they don’t take a multichannel approach. Eight in ten (81%) UAE shoppers feel annoyed when retailers they are loyal to offer promotions that are not aligned in-store and online. Commissioned by Collinson, a global leader in customer benefits and loyalty, the study with UAE consumers examined customers’ discount grievances to discover what sales sins could cost a retailer a shopper’s loyalty.
 
The same percentage of shoppers (81%) are irritated when retailers they buy from show favouritism to new customers by offering them exclusive discounts. Shoppers today also expect to be known by the brands they are loyal to, even during sales periods. Over half (57%) would be annoyed if their favourite retailer failed to use their data on preferences and past purchase behaviour to customise the experience, and instead send generic sales messages that aren’t relevant to them.
 
Communication is critical if retailers are going to maintain the relationship with their loyal customers, and for over three quarters (78%) of UAE shoppers, missing out on an offer from their favourite brand as a result of them failing to communicate properly makes them unhappy. Added to this, exactly three quarters (75%) of shoppers are irritated if retailers make them search for discounts rather than making them aware of promotions directly. 
 
Other frustrations felt by shoppers around discounting, which could result in a retailer losing them as a loyal customer, include: 
  • Failing to recognise the desire for choice by continually offering monetary promotions rather than experiences – over half (54%) would be unhappy if they were just offered discounts over experiences such as VIP access to new products or prize giveaways
  • Extending a promotion beyond the given deadline – just under three quarters (73%) of customers would be irritated if time-sensitive promotions were still available to others even after the stated deadline has passed, damaging trust felt towards that brand
  • Not participating in expected sales periods – 7 in 10 shoppers would be annoyed if their favourite brands failed to offer promotions and discounts at expected times during the year
In addition to the sales sins that could cost a retailer a customer’s loyalty, the study reveals that brands in the UAE are not doing enough to build relationships with shoppers beyond a promotion or sales period. Insight is critical for retailers to gain a deeper understanding of customers and their preferences, and yet just over half (57%) of consumers were encouraged to register rather than check out as a guest when making a purchase online. Added to this, over a third (36%) of retailers failed to invite shoppers to join a loyalty programme.
 
The research also highlights a failure by retail brands to encourage shoppers to purchase again, with 55% of customers in the UAE receiving irrelevant
information and offers, and only half of shoppers being given an immediate incentive to consider their next purchase. Less than half (43%) of shoppers have only been contacted about sales and promotions, whilst 47% haven’t heard from the retailer again since they made their purchase.
 
Sanjit Gill, General Manager at Collinson, commented: “With Dubai Shopping Festival fast approaching, sales and promotions are now expected within the retail calendar, but brands must be aware of the impact they can have on long-term customer loyalty and revenue if handled badly. In a competitive environment, a retailer’s failure to continually recognise the preferences of loyal customers – even during sales periods – could cost them that shopper. In today’s world where there is so much customer data now available, there is no excuse for letting personalisation slip. Using this data to understand the expectations of shoppers and targeting them with relevant offers, experiences and communications that resonate during a sale and beyond, is critical to maintaining long-term customer devotion. A sales promotion need not alienate your most valuable and loyal customers if managed smartly, in fact it offers retailers an opportunity to enhance their customer experience during this busy period, for example; higher discounts for members only, encourage sign up to avail the members only offer, or for existing members encourage registration if they’ve not completed the sign-up process. These simple but effective mechanics actually support the business in two ways, acquiring new customers, and rewarding your most loyal customers.” 


Posted by : Dubai PR Network Editorial Team
Viewed 5734 times
PR Category : Real Estate & Retail
Posted on : Wednesday, December 26, 2018  3:43:00 PM UAE local time (GMT+4)
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of DubaiPRNetwork.com.
Previous Story : Al-Futtaim ACE gears up for DSF Part Sale
Next Story : Win two cars, attend Looney Tunes' School of Duck and take h...
Email this article Print this article

Share this article with your friends and followers
NewsVine
Back to Section Home

Related Stories



 
 
Most Viewed Press Release posted in the last 7 days
Introducing Burberry Bespoke Fragrances [7979-Views]
Celebrate the Month of Love with a Brighter Smile at The Smile Bar [7576-Views]
Longchamp Spring/summer 2019 Show [6576-Views]
Malabar Gold & Diamonds opens a new showroom in Millennium Dubai Airport Hotel to cater to... [6381-Views]
Making many tones from one [6124-Views]
Global Village presents Scheherazade, a timeless tale of intrigue and adventure [6015-Views]
Always take the front row with this 7.2” supersized smartphone screen [5606-Views]
Turkish Airlines reached the 80.2% Load Factor in December 2018. [5417-Views]
Tag Heuer Demonstrates Watchmaking Mastery With Its New Carrera Calibre Heuer 02t Tourbill... [5331-Views]
A Chaumet Valentine's Day Sentimental jewellery [5289-Views]
Celebrate Valentine's Day With a Quintessential Timepiece From D1 Milano [5252-Views]
Eberhard & Co. Gilda makes an extraordinary Valentine's Day gift [5179-Views]
The Preston watch collection by Coach [4947-Views]
Tissot PRS 516 Alpine Limited Edition A sporting tribute [4856-Views]
Beef Sushi- Love at first bite [4788-Views]
Bollywood Actor Anil Kapoor to inaugurate 2 new outlets of Malabar Gold & Diamonds in UAE ... [4752-Views]
Persil Appoints Nancy Ajram as the new Regional Brand Ambassador [4752-Views]
Third Edition of Al Shira'aa International Horse Show Concludes with Thrilling Finale [4679-Views]
Walid Atallah's “Dream Dress”: The new revolution in the World of Fashion 2019 [4508-Views]
Nicole Kidman at the Golden Globe Awards [3953-Views]
Flying Grand Regulator now available in new colour combinations [3910-Views]
Joyalukkas Shopper wins BMW Car in DSF Mega Promotion [3904-Views]
Time for Unsung Heroes to Be Recognised With Citizen Campaign [3880-Views]
Luxury jewelry house Dhamani 1969 launches exclusive CHRYSALIS collection [3733-Views]
Al Mouj Muscat pays tribute to Oman with Layers of Oman Exhibition [3727-Views]
 
RSS Facebook Twitter LinkedDin
 
Top Sections
 
Top Stories