Our goal at MarketingSherpa is to provide you with the information and inspiration to power your company’s sustainable success with customer-first marketing.
For you to succeed at customer-first marketing, first you must know what customers want. So this week we share a compilation of insights from recent MarketingSherpa research fielded in 2015 with representative samplings of 2,021 and 2,057 U.S. consumers.
MarketingSherpa recently fielded research with 2,400 consumers, and our data science and editorial team are currently pouring over the data to identify discoveries we can share with you in the near future.
In the meantime, here is a compilation of discoveries from previous MarketingSherpa research.
Discovery #1: Customers want brands to improve e-commerce shopping experience by offering free shipping
Three-quarters (74%) of consumers said free shipping is their top choice for how retailers could improve their shopping experience. Free shipping was the top choice among disparate demographics with:
See the full data in the article Ecommerce Chart: How Millennials and Baby Boomers want you to improve the shopping experience
Discovery #2: Email is consumers’ preferred communication method
Subscribing to receive email is the most preferred communication method for consumers to receive regular updates and promotions from companies they are interested in doing business with. Email was chosen by 60% of respondents.
While email was the top choice across older and younger demographics, it was somewhat more popular with older and female consumers:
See the full data in the article Marketing Research Chart: How Millennials and Baby Boomers want to receive updates and promotions
Discovery #3: In-store browsing a popular way to discover new products
When we asked consumers how they learned about new products, “in-store browsing” was the most popular response for both older and younger shoppers, with:
See the full data in the article Marketing Research Chart: How Millennials and Baby Boomers want you to introduce them to new products
Discovery #5: Seven in 10 Americans have made purchases influenced by a company's email
When asked how email affects their purchase behavior, 69% of U.S. adults told us they have made purchases influenced by a company's email. Where did they make those purchases? The most popular option (selected by 22% of overall respondents) was making purchases primarily online but also occasionally purchasing in a store or over the phone.
See the full data in the article Email Marketing Chart: How email influences purchases (online and off)
Discovery #6: Only 8% of Americans say they don’t want to receive marketing
While marketing can get a bad rap, consumers do see a need for it. Only 8% of consumers told us they prefer not to receive any company updates or promotions.
How do they want to receive that information from companies? As mentioned above, the most popular option is to subscribe to receive email (chosen by 60%) and 54% of consumers want postal mail from brands they’re interested in.
See the full data in the article Marketing Research Chart: How consumers prefer to receive updates and promotions from brands
Discovery #7: 15% of Americans would like to receive promo email daily
When asked how often they would like to receive promotional emails (for example, coupons or sales notifications), 86% of consumers said they want to receive promotional emails at least monthly with 15% wanting to receive a promotional email every day.
See the full data in the article Email Research Chart: How often customers want to receive promotional emails
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