Brands providing poor customer experience face a tough holiday season

More than half of adults online (53%) admit that their online and in-store experiences with brands are likely to affect from whom they choose to shop for gifts this holiday season, according to an online YouGov survey commissioned by Emailvision, a customer intelligence and relationship marketing firm.

The National Retail Federation forecasts 2012 holiday spending to total $586.1 billion in the US, but in a noisy market filled with attractive offers, retail brands will need to work hard to keep their customers happy and loyal.

The survey showed that female shoppers are the most likely to either cherish or begrudge a brand based on their interactions, with almost three fifths (59%) saying their previous in-store and online experiences are likely to influence with whom they choose to shop this holiday season. This is compared to only 48 percent of men who reported their experiences are likely to influence their shopping habits.

Those working full time will be the most selective with their cash based on previous experiences, according to the survey. Over half (56%) said their choice of brand is likely to be affected by online and in-storeinteractions, compared to only 40 percent of unemployed people.

One part of the overall customer experience that shouldn’t be underestimated is the relevance of marketing messages. By leveraging available data, retailers can better personalize offers and establish a closer relationship with customers.

“This survey acts as a reminder to retailers and marketers who may be focusing more on their offers and less on the overall customer experience. Many retailers may be expecting a pre-holiday spike in sales, but to earn this revenue they will need to create tailored shopping experiences,” says Henry Smith, Product Marketing Director at Emailvision.

He continues, “The good news is that with customer intelligence technology it’s easy to turn customer data into very effective holiday marketing. The goal for retailers should be to make communications and customer interactions engaging and seamlessly integrated into the holiday shopping experience. By weaving together appropriate communications, based on a customer’s previous interactions with a brand, retailers can be sure they won’t lose out on their portion of the holiday spending spree.”

Retailers need to ensure they are not missing a trick when it comes to customer experience. Armed with information about customers and their preferences, it’s possible to give consumers a very positive shopping experience, even in the holiday rush.