Which Retailers Are Getting Relationships Right, Wrong?
Posted by Universal Ad at Sunday, October 14, 2007 7:24 AM and is filed under Relationship,Retail,Branding,Consumers 
BrandWeek covers the issue of retailers' relationships with their customers - which ones do it right and how they do it. Or, as the study's authors define it the "ability of the ongoing exchange between
a company and a customer to grow and endure, and resist any damaging
forces that might destroy it."
Top marks went to Barnes & Noble, Hallmark and Bath & Body Works, while Wal-Mart, AutoZone and Macy's finished at the bottom. The best combined a strong relationship on both the functional/rational level and on the emotional level.
What are the main components of consumer decision making regarding brands? Beyond basic familiarity with the brand name, the brand's values can push consumer trust to a whole new level. Also, of course, customer service and "being easy to do business with".
Example: Barnes & Noble who say that their "service is rooted in core principles which revolve around ensuring that we say 'yes' to virtually every customer request."
Additional inputs:
Posted by Universal Ad
Top marks went to Barnes & Noble, Hallmark and Bath & Body Works, while Wal-Mart, AutoZone and Macy's finished at the bottom. The best combined a strong relationship on both the functional/rational level and on the emotional level.
What are the main components of consumer decision making regarding brands? Beyond basic familiarity with the brand name, the brand's values can push consumer trust to a whole new level. Also, of course, customer service and "being easy to do business with".
Example: Barnes & Noble who say that their "service is rooted in core principles which revolve around ensuring that we say 'yes' to virtually every customer request."
Additional inputs:
- A third of consumers surveyed said that participation in a loyalty program has driven additional purchases
- Naturally, price and availability of merchandise were paramount to 93% of respondents
- 41% said they are as happy with other retailers as they are with their primary choices
- 51% said they there are many
good retailers, many of which they would be willing to try
Posted by Universal Ad
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