£36bn was spent on sales promotion last year, driven in part by customers becoming more demanding and using the web to research their purchases. New research reveals that a significant proportion of this investment was wasted as a result of bad practice. The question is, was yours?
Manchester Marketing agency Delineo recently commissioned research to examine the disconnect across offline and online sales promotion communication and the impact this has on a new style of customer journey.
The research focuses on sales promotion activities related to B2B and B2C campaigns, identifying best and worst practice in the field of online and offline marketing communication integration, and assesses whether the customer journey is consistent, logical, intuitive and free flowing across the media platforms.
Using a balanced scorecard of 19 metrics, Delineo followed 50 customer sales promotions journeys across the IT/comms, retail and travel/leisure sectors.
The study assessed each sales promotion in terms of customer proposition, search engine utilisation, brand connection across offline and online channels, and the purchase options available to the customer. Each brand was given a Customer Journey Index (CJI) score based on the performance across all metrics.
If you would like to find out how your market sector performed and the key market leaders from the brands investigated, click here to register for your free 48 page Customer Journey Report.
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