NEWS17 August 2016
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Insight & Strategy
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Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
UK — New research from the DMA (Direct Marketing Association) reveals that 40% of consumers would like event reminders and purchase suggestions from brands.
However, when asked what they liked receiving from their favourite brands, only 33% said they wanted tailored offers and deals.
The study, produced by the Future Foundation in conjunction with Relay42, Organic and Acxiom on behalf of the DMA, explored the changing nature of consumer engagement with brands.
It found that there were four types of brand loyalty:
Reasons that consumers gave for continuing to use a brand even if they could get a cheaper deal elsewhere included good service ( 52%), quality of products ( 48%) and convenience ( 46%).
The study also revealed that disloyalty increases with the value of items consumers are looking to purchase, and that customers are willing to share data in exchange for benefits, such as lower prices, loyalty rewards and special deals.
Findings were based on a survey with 1,000 consumers and qualitative research exploring the language consumers use when discussing their relationships with brands.
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