Study shows that the former help the brand in the long run; Mass or indiscriminate promotions can cause damage to the brand.
As Brands benefit more with Personalized Discounts than mass or indiscriminate promotions, it reveals a new study.
The titled Getting Strategic About Incentives — Building Value Through Promotions and Loyalty Programs stresses that personalized discounts bring value to long -term brands – while mass promotionsor indiscriminate, until increase sales in the short, but can cause damage the long -term brand.
Among the 420 guardians of corporate companies, 94% stated that customization of discounts generates rewards and benefits for the business.
More than half of respondents personalize promotions and discounts. Among these, 62% commented that this personalization allowed sales growth; 47% saw an increase in consumer loyalty; 44% talked about an improvement in customer experience.
Therefore, 66% of those responsible for the brands Increasingly bet on personalization of their discounts and promotions, next year. 22% will not continue to bet on customizing promotions or discounts.
Os mass discounts have fallen Managers’ priorities: 75% of those responsible will, or maintain, or reduce their bet on mass promotions next year.
There is an obvious and revealing difference: only 14% of those responsible increase those mass discounts – but 50% will bet more on Personalized discounts.
The study also reinforces an idea already known: attracting a new customer costs about five times more than retaining A customer, quotes the.
Os mass discounts They descend but do not disappear – because it has Advantages: ease of implementation, generating buzz on social networks and the possibility of being coordinated with advertising campaigns.
A fidelity of customers is also important. Half of the decision makers in companies that have a loyalty program speaks of high effectiveness in this strategy.
