Preferential treatment not just for Xmas, but for life

MyCustomer.com
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Three-quarters of consumers think they should receive specialised treatment at stores that they are particularly loyal over the Christmas period, according to a study by Grizzard Performance Group.

The study surveyed more than 1,000 consumers and the top 25 retail companies based on revenue found that retailers meet the desires of the consumer only 33 percent of the time when it comes to the preferred types of special treatment they expect in return for their loyal year-round patronage to specific stores.

Some 50 per cent consumers admitted they are bothered that the retailers they patronise frequently seem to recognize their value only just before or during the holidays.

"Consumers want special treatment from retailers, they don't want what many retailers are offering - such as specialised web pages or phone numbers or customised communications that retailers today can easily flip a switch to start," said Michael King, group vice president of Grizzard Performance Group.

The top three forms of special treatment retailers provide: special pricing, including special credit terms, promotions or enhanced gift certificates; more personalised, customised customer communication; and special access to phone numbers and web pages.

Meanwhile, the top three forms of special treatment requested by consumers are: special pricing, including special credit terms, promotions or enhanced gift certificates; first access to new and sale merchandise; and invitations to loyal-customer-only events.

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