Satisfied customers pale in comparison to connected customers


A retailer can make a good living selling quality merchandise at a reasonable price and generate a high percentage of satisfied customers. But the retailer that can go beyond that and establish a deeper connection with customers can win big – and it’s something to think about in this year’s holiday marketing messaging.

The study comes from Motista, which says it’s a marketing research company created by and for marketers. Marketers are of course big customers for broadcast outlets, so we pass on these remarks here.

Motista says that many retailers will hit on the same old holiday themes in their marketing this year, and that is well and good. However, they do not go beyond that and try to use the occasion to take their relationship with individual consumers to the next level, they are missing an opportunity.

“The findings of our most recent study will help retailers as they plan for the 2011 holiday season,” said Alan Zorfas, co-founder and CMO of Motista. “But the long-term takeaway for retailers is the importance of establishing more relevant connections with their customers. What’s really motivating them beyond expected themes? We see connection driving higher levels of purchasing and advocacy across a multitude of industries, and the brands that act on this data are able to execute successful marketing campaigns that motivate their target audiences more effectively.”

The firm says that customers that feel a personal connection to a given retailer will think of them first when in the market for something, far more often than a customer who may have been satisfied by results with the same retailer. And it carries over to many other areas: Connected customers are more likely to recommend the retailer to other, shop on a mobile device, follow the retailer on social media and respond to direct mail.

Motista says that the best way to establish this connected relationship is different for men and women. Men will prefer a retailer that makes them feel like they are a preferred customer. Women, on the other hand, respond more to retailers that provide a fun and stylish experience.

Zorfas said, “Knowing what emotions drive connection for both genders and what channels they prefer when shopping can provide critical insights for campaign planning. As retailers are gearing up for the 2011 holiday season, they should consider the connections that motivate each gender to shop with them to help drive their marketing efforts and end the year on a high note.”