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Interaction Beyond POP is Key for Brand Loyalty

May 2, 2014

According to new research from Accent Marketing Services, the key to repeat customers is personalized communication from brands after purchases. According to Accent’s 2014 Survey “Beyond the Point of Purchase–A Look at Behaviors that Build Brand Loyalists,” nearly half of consumers interact with brands after a purchase.

The data showed that 86% of consumers say that it’s important to have a positive experience after making a purchase and a whopping 93% claim that a positive response or special offer can help restore the company’s reputation after a bad experience.

But according to Accent, brands can’t solely focus on mobile for interaction post-purchase as only 26% have used their phone to contact a company through mobile app with a service question after making a purchase.

“As consumers continue to evolve, we are seeing a significant shift in what CMOs are focusing on,” said David Norton, EVP customer analytics and insights at MDC Partners and chairman Accent Marketing Services. “Their focus used to be solely on customer acquisition. CMOs today need to spend time to understand and engage customers across the entire lifecycle, not only pre-purchase. What our research has uncovered is that when CMOs consider the entire lifecycle, they can maximize return on investment.”

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