What keeps customers loyal?

Internet Retailer reports today on a survey by DoubleClick Performics and the E-Tailing Group that looks into some of the factors that keep shoppers loyal to merchants across channels.  You’d be surprised to find out that price is just one reason.

According to the survey, "Rewards customers, defined as those belonging to two or more rewards programs, are less apt to be focused on price, instead responding to tools and features that enhance the multi-channel shopping experience."  Also ranking high on the list of features that drive loyalty is customer service. 

Whether in a sales or service situation, it’s important to be mindful of the time customers have invested in one channel should they transition to another. Providing the right mix of tools to engage them with your brand (not just a particular channel) is key to building loyalty and lifetime value.

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