2019年客户生命周期报告.pdf

1 Introduction All retailers aim to make loyal shoppers out of new customers. But what attracts consumers to your brand and keeps them coming back until theyre loyal for life?Beyond the products and services you offer, your marketing communication strategy can make or break your ability to generate long-term loyalty. Understanding how to communicate with your customers throughout all stages of the customer lifecycle is more critical than ever, especially as e-commerce giants like Amazon expand into brick-and-mortar and digital-native direct-to-consumer (D2C) retailers sway shoppers with their sleek branding and seamless shopping experiences. Based on a survey of 1,000 retail shoppers, the following report details consumers priorities as they progress along their journey with your brand from their first interaction to their initial purchase and, ultimately, loyalty. Read on to discover actions you can take to gain new customers, retain repeat shoppers and effectively reward those most loyal to your brand. Key findings The power of word-of-mouth: Forty-five percent of respondents said they first heard about the most recent new retailer they purchased from through a recommendation from friends or family. Comprehensive product information earns trust: When asked about the factors that most influence their trust in a retailer theyve never purchased from before, 36% of consumers ranked comprehensive product information as their top choice. Marketers still miss the mark on frequency: Nearly four in 10 consumers say they do not receive marketing messages from retailers at their preferred frequency. Mastering loyalty pays off: More than half of respondents (53%) say they would pay more to purchase from a retailer theyre loyal to. 2019 Customer Lifecycle Report The Retail Shoppers Journey to Loyalty