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Marketing methods 'superficial', consumers say

Consumers require a more sophisticated marketing approach with new research suggesting that most consider existing methods, such as personalised messages on mailouts, “superficial”.

Research by the Economist Intelligence Unit found 66% of consumers disliked the use of names in marketing material, saying “attempts at personalisation are superficial”.  Many respondents (71%) said they now receive so many personalised messages that the use of their name no longer makes a difference.

However 25% of shoppers said when they receive a message that includes details of previous transactions or other personal details they take it more seriously.

The survey, sponsored by Lyris, also found 75% of clothing consumers seek information about pricing and promotions through retailers and brands online channels rather than third party sites. This figure is somewhat higher than the all-industry average of 67%.

The report concluded: “The clothing industry faces a volatile, multi-tier market that makes clear trends difficult to discern. But it does stand out for its continuing use of offline channels and its slow adoption of online channels.

“This is consistent with the fact that clothing buyers are not intensive users of company online channels for any particular part of the purchase decision process, although they are relatively dependent on peer reviews.”

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