Dive Brief:
- Nearly two-thirds — 63% — of consumers say they are more likely to return to a store if an associate follows up personally, according to an Endear survey released Tuesday. Endear polled 1,000 U.S. consumers ages 24 to 54.
- Another 60% of respondents say that personalized communication from an associate matters to their shopping decisions.
- Good follow-up messages can drive sales. More than half — 55% — say they have made a purchase because of follow-up communication, while just over one-third say they have done so more than once.
Dive Insight:
Associates can have a positive impact on customer loyalty from the moment the shopper steps into the store through planning their next trip, but retailers need to let them work.
Businesses need to not only give their staff the information necessary for personalization, but let them use discretion in how they interact with customers, according to Neil Saunders, managing director at GlobalData Retail. Staff perform better when they aren’t sticking to a script.
“What most customers want is personal service that feels genuine and attentive,” Saunders said in an email. “On top of this they want well-informed associates so that their problems can be resolved or their questions addressed. These are simple things to note, but they are more difficult to implement consistently.”
Saunders highlighted The Home Depot and Dick’s Sporting Goods as two companies with very strong customer service and well-trained staff.
Companies can benefit when they let their expert employees take the lead on the follow up as well as in-house service.
“When sales associates follow up thoughtfully, it drives a 70% increase in order frequency and helps transform stores and sales associates into revenue drivers,” Leigh Sevin, co-founder and CEO of Endear, said in a prepared statement.
In addition to receiving personalized service and communication, customers want to feel like insiders, Endear’s research found. More than 2 in 5 respondents say they want access to exclusive in-store offers, while nearly one-quarter say they want early access to new products.
This is an area where loyalty programs can shine. When done right, tiered loyalty programs offer a sense of exclusivity that lends itself well to special perks like early access.
