Select Page

RSR-Retail-Marketing-Challenges-Aug2013Asked to identify their top 3 marketing business challenges, almost half of retailers indicated that they can’t keep up with the new ways consumers are using technologies, according to [download page] new survey results from RSR Research. While that wasn’t the top response overall (61% complained that customer retention has become more difficult and building customer loyalty is challenging), it was the top concern for so-called “winners,” who boast comparable store/channel sales growth of more than 5%.

61% of winners cited consumer use of technology as a top-3 marketing business challenge, with customer retention and loyalty concerns trailing (50%).

By contrast, “laggards” (with comparable store/channel sales growth of less than 5%) are very concerned with customer retention (89% citing as top-3), with few (31%) worried about the new ways consumers are putting their technologies to use. In fact, laggards appear to be more anxious about differentiating their brand from the competition (44%), a concern that that isn’t shared by those in the winners category.

The gaps between winners and laggards extend to their levels of marketing sophistication, too. 32% of winners strongly agreed that they know who their best shoppers are, versus 18% of laggards. Similarly, while 24% of winners strongly agree that their company is proficient at targeted marketing across channels, only 12% of laggards concur.

Overall, the share of respondents strongly agreeing that they know their best customers has increased from 22% last year to 28% this year.

About the Data: The RSR Research survey was conducted online from May to July 2013 and received answers from 122 qualified retail respondents. 33% came from companies with more than $1 billion in revenue in 2011. Respondents sell a variety of products, and 70% are headquartered in the US.

Feel Like You're Always Playing Catchup?

Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear

marketing charts logo

Error: Please enter a valid email address

Error: Invalid email

Error: Please enter your first name

Error: Please enter your last name

Error: Please enter a username

Error: Please enter a password

Error: Please confirm your password

Error: Password and password confirmation do not match