As I think about our latest consumer survey of 2,000 shoppers, a few important findings stand out to me: more than 82% of respondents prefer email as the communication method with retailers, 58% of buyers under age 50 want personalized text offers, and fewer than 20% of consumers cite loyalty programs as the “main differentiator” between competitors. As a marketer, this data provides some critical insights into how your customers want to communicate with you.
On March 11, the Wall Street Journal released an article online entitled "Retailers Can’t Shake the Circular Habit." Reporter Suzanne Kapner detailed the anomaly of retailers' continued dependence on circular print ads in the face of digital's burgeoning growth in marketing plan execution.
While there are now more than 3.3 billion loyalty program memberships in the U.S., only half of enrolled consumers are active. Why is that?
Planning an assortment of products for a store is one of the hardest things to get right in retail. Merchants need to make decisions around which items to maintain or remove, what products to add, and what the overall mix of products should be in order to meet local customer preferences and demand.
Smartphone. Tablet. Desktop. The real value in understanding these different interfaces is not about differentiating the device — it's about differentiating consumer intent, context, and the impact each device has on the consumer’s path to purchase.
What is an ad and what is its purpose? General consensus states that the primary objective of advertising is to create persuasion. In contrast, the art of publicity is to create notice or attraction. Those two things are not always the same.
As consumers are increasingly savvier about what apps to download, marketers must be more deliberate in articulating what utility each app provides for the customer.
Kristy LaPlante is one of only 25 leaders in luxury marketing to be given an honor by Luxury Daily, through inclusion in their annual list of “Luxury Women to Watch 2015.” We couldn’t be more proud! Therefore, we wanted to take a moment to highlight some of the hard work Kristy does for Merkle and her clients.