Email gains positions as the preferred communication channel to receive commercial information, but practically half of those surveyed (48.9%) like to find offers and promotions in their mailbox more than on TV, radio or RRSS.
Spaniards are twice as unfaithful to brands today as we were just two years ago . It is one of the main conclusions of the I Study of Relationship Marketing , prepared by mobile number list download in collaboration with the Marketing Association of Spain , and that both entities have presented this Thursday in Madrid.
According to this comprehensive report, only 5.9% of respondents stick with a single brand, no matter what. This percentage is just half of that reflected in the ‘Loyalty Monitor’ study that the company presented in 2017 and that estimated the degree of loyalty of Spaniards to their favorite firms at almost 12%. This figure is only maintained 2 years later among those between 25 and 34 years old, since 11.3% of them claim to be faithful to a single brand.
The main reasons why Spaniards tend to buy a specific brand are because of its quality / price ratio (70.3%) and because they like it or are satisfied (62.1%). It follows them, by far, for convenience or being the one they have in their usual store (17.4%) and because it is local or national (15.6%). On the contrary, more than half of the respondents indicate that the reason why they change the brand in the products of habitual use is because they find attractive offers at the point of sale (58.6%), because they have a better price ( 56.4%) or for trying new things (54%).
Given this reality, the commercial and business development manager of Mediapost, Juan Castañón, considers “essential that brands establish relationship marketing strategies in the medium and long term that help not only to attract customers before or at the time of purchase. purchase but, above all, to retain them behind her, which is when communication and interaction with them is most lost “.
In fact, there are two very relevant pieces of information in this study about the subsequent relationship of brands with their customers. On the one hand, 41.8% of those interviewed say that, after coming into contact with a brand through a promotion or communication at a physical point of sale, they do not hear from it again because it does not send them any type of communication or offer later.
On the other hand, only 1 in 3 respondents say they regularly receive information about launches, raffles or invitations to events from a brand with which they have already started a relationship . This means, therefore, that there are 70% of the cases in which firms do not interact regularly with their clients and, consequently, it is very difficult for them to retain them.
Email and brochures, the preferred channels for information
The I Study of Relationship Marketing has also analyzed the preferences of consumers when receiving information from brands and especially highlights how email has gained positions to become the favorite channel to learn about news or promotions in 64.3% of the cases .
Even so, practically half of the respondents (48.9%) like to find the offers and promotions in their mailbox. In a greater proportion, women (53% compared to 45% men) and, above all, those over 55 years of age, who preferred it over email (59.6% compared to 54.6%).
Email and mailbox are also better valued than television and radio as optimal channels to receive information from brands. Only the youngest, specifically, those between the ages of 18 and 25, prefer to receive this type of communication through social networks (71.8%).
Physical store or online store?
Regarding the point of sale, the Mediapost report reveals differences between the shopping experience in physical stores and online. Thus, it stands out that, when going to a specific store, the most important thing is to try and touch the items before mobile number list download purchasing them (57.7%). Purchasing through the Internet is, however, mainly for convenience: the most valued, with 29.2% of opinions, is that they take the purchase home, followed, very closely, by the possibility of comparing many products and prices (28%).
Regarding promotions in shops and physical establishments, it has been shown that they are highly valued by Spanish customers and 42.9% of them say they like to interact with brands on site , whether to try a product, participate in a giveaway or receive gifts. The problem, as previously analyzed, is that, after this first contact, 7 out of 10 brands do not usually maintain regular contact with them. And that, despite the fact that 6 out of 10 respondents (57.4%) trust the management that brands make of their personal data and, of these, almost 30% say they have never had any problem with a brand for This question.
Physical stores should also keep in mind that, to improve the shopping experience, they need to ally themselves with new technologies. And it is that more than half of those surveyed (53.9%), miss, for example, having price readers in shopping carts.
For their part, e-commerce stores are gaining ground in an increasingly digital world, but they also need to improve their shopping experience to retain their customers. In this sense, it should be noted that about 1 in 4 online customers (39.3%) is concerned about web security and, practically in the same proportion, about technical or commercial support.