Brands must provide positive services to get a slice of the Christmas spending pie
Half of Brits claim that their online and in-store experience with brands will have an affect on who they choose to shop with over the Christmas period.
That’s according to an online survey of 2,001 adults by YouGov, commissioned by Emailvision, a customer intelligence and relationship marketing company.
The company said the findings showed that brands had to work hard to get a slice of the predicted £87 billion spent over this season.
Female shoppers are the most likely to either cherish or begrudge a brand, with 59 percent saying their previous in-store and online experiences was likely to influence who they choose to shop with this festive season. This is compared to only 48 percent of men whose experiences are likely to influence their shopping habits.
Full time workers were said to be the most selective with their money with 56 percent claiming their choice of brand this season was likely to be affected by online and in-store experiences, compared to only 40 percent of unemployed people .
The study also showed that Scottish adults are the most likely to be selective with their shopping choices, with 59 per cent admitting their shopping experience is likely to influence their festive shop. The Midlands are slightly more forgiving with 47 percent claiming their online and in-store experiences would sway their store preferences.
Henry Smith, Product Marketing Director at Emailvision, said brands had to study customer data to ensure people were getting a service they would appreciate and feel valued in. This included scouring the market for what other companies were offering as well as “not missing a trick when it came to customer experience”.