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Turn that data into sales

So successful was Drapers’ supplement on Customer Insight in June that we decided to carry out research delving deeper into the subject of how to capture information about your customers’ buying habits and, crucially, how to turn that data into sales.

In association with Google, more2 and Torex, Drapers commissioned consumer research and trends forecasting agency Next Big Thing to provide our readers with hard data on what their customers are thinking. Next Big Thing carried out the research in August, polling some 3,200 UK consumers.

The results show that today’s consumers are neither completely traditional nor completely technological in their purchasing behaviour, meaning the retailers and brands need to understand the different needs of their customers and adapt their strategies accordingly. For example, when it comes to fashion marketing, the traditional approach often wins out, with half of Britons saying money-off vouchers in magazines or newspapers would encourage them to shop more often. Loyalty cards also have a strong influence on consumers, with almost two thirds of Britons saying owning a loyalty card would encourage them to shop more often.

From a more technical point of view, email updates is the method most likely to drive UK consumers to spend more, with two thirds likely to join a favourite retailer or fashion brand’s emailing list, trumping methods such as Facebook, Twitter and postal mailing lists.

The findings were revealed at a round table dinner at iconic department store Liberty to some of the industry’s best e-commerce experts. From best practice email alerts and newsletters, to concerns over delivery methods, guests discussed the challenges and triumphs of multi-channel retailing, and are hungry to learn even more.

A taster of the research, an account of the dinner and a feature on email marketing are published in this week’s issue of Drapers.

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