Dec 1, 2005

Study: Best customers expect VIP treatment

Three-quarters of consumers think they should receive specialized treatment at stores that they are particularly loyal to during the holidays, according to a study by US based direct marketing firm Grizzard Performance Group.

The top three forms of special treatment requested by consumers are:
- special pricing, including special credit terms and promotions;
- first access to new and sale merchandise;
- invitations to loyal-customer-only events.

“Consumers want special treatment from retailers, they don't want what many retailers are offering -- such as specialized Web pages or phone numbers or customized communications that retailers today can easily flip a switch to start," said Michael King, group vice president of Grizzard Performance Group. "Retailers have to take an extra step to reach these loyal customers. They have to make an emotional connection to these people."

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