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Shotgun Scabbards NEWS
Connecting to Sell
ALTHOUGH THE holiday plan- ning phase has moved well into the holiday selling phase, retail- ers are still looking for different ways to reach consumers and drive last minute sales. While store owners typically look to appeal to traditional holiday emotions such as family, com- munity and giving, Motista, a marketing survey organization, has released data from an ongo- ing retail study that details the true motivating factors behind a consumer’s purchasing deci- sions. Business Wire reports, “Key fi ndings in the survey il- lustrate that building deeper connections with consumers (beyond the traditional holi- day emotions) can help drive higher levels of purchase in- tent, response rates, online engagement and advocacy.” A connected customer is a happy, and inspired customer. Are your customers think-
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8 December 2011
ing: my retailer simplifi es my life, and helps me live my life the way I want? According to Motista, only 18 percent of con- sumers indicated an emotional connection to the retailers they frequent, with only 24 percent showing loyalty when it comes to making their next relevant purchase with these retailers. While higher levels of purchase intent are always a goal for re- tailers, connected customers can also help new sales, along
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