A little less conversation, a little more action is needed when it comes to personalisation and delivering a good multi-channel experience. That’s according to research from UK-based 3radical, which recently polled more than 500 consumers on their view of British marketing.
Particularly, 83 per cent of those interviewed say there is a lack of ‘mobile experience’ available when they search and buy and they would even desert brands that failed to deliver a better customer experience on that channel – in fact, 79 per cent would shift to another brand if it could offer a good customer experience on all relevant channels.
Forrester senior analyst, Emily Collins, said marketers should be aware that modern customers rely on their mobiles and tablets as ‘life companions’ and expect immediate info, entertainment and shopping via that channel. She added: “Loyalty marketers and B2C marketing pros who view mobile as just another communication channel squander a critical opportunity to reach, recognise, engage and enhance experiences for loyal customers wherever they choose to interact.”
And David Eldridge, CEO at 3radical, agreed the importance of mobile: “Mobile should be central to every marketer’s strategy.
“Behaviour has changed and the industry must stop treating it as a ‘nice to have’, instead focusing on it as the most important channel to reach: it’s the best way to target an audience that is constantly on the move.”
He added: “The technology that is enabled with mobile devices, including location and social, for example, means you can do so much and in a more authentic, useful way. The most successful mobile campaigns are those that help to develop more of an emotional connection with the brand rather than a transactional one, by creating interesting ways to interact across the customer journey and therefore offering plenty of ways to re-engage with them multiple times.”
Get the personal touch – but get it right
The research revealed that personalisation was top of the wishlist for consumers – when asked how they wanted to be marketed to, the four most popular methods or phrases cited were:
But the reality is that ‘personal’ isn’t ‘up close’ with the majority of marketers and many brands still don’t target customers according to their personal preferences.
Brits interviewed said they would be more brand-loyal via personalised and interactive loyalty schemes that encompass more of their relationship with the brand. Brands that fail to listen and learn will ultimately lose their custom.
The 3radical study also found that 93% of Brits have signed up to a loyalty programme and three-quarters of respondents have been active members for more than 12 months. But while a third of UK consumers have five or more loyalty cards, two-thirds stick to just a couple of those as their favourites, using them on a regular basis.
Three-quarters of respondents said loyalty programmes would be more attractive to them if they provided individuals with more relevant rewards based on their purchase history. And nearly 60 per cent said that including the ability for them to earn rewards for activities leading up to a purchase, such as researching the brands products, and providing more information to help the brand be more relevant, would make the scheme more attractive.
Explore the survey results here.
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