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LIMERICK, IRELAND, May 08, 2014 /24-7PressRelease/ -- Consultonomics, an outsourced marketing and sales firm in Ireland, reports that an increased amount of choice, coupled with the rise of social media has eroded the traditional concept of customer loyalty. This is in favour of consumer 'butterflies' that divide their money and attention between multiple brands. The Financial Times reports that British supermarkets in particular are experiencing a lack of customer loyalty, with less than a third of Tesco's customers coming under the 'loyal' category - those that spend at least 50% of their grocery budget there - while for Sainsbury's the figure was just 16%, and at Marks & Spencer's just 3%.
Consultonomics managing director Joe Clarke believes that the abundance in marketing messages and consumer choice has contributed to what the Financial Times calls 'brand adultery'. "Consumers once loyal to one particular brand are a lot more open to hearing what other brands have to offer and are very easily tempted by promotional activity," says Clarke. "This is not all bad news, as consumer choice is important and some of these so-called consumer butterflies can be quite profitable for businesses. However, the complete absence of customer loyalty would be highly detrimental to brands, and this is something that Consultonomics aims to fix by rebuilding the relationship between consumer and brand."
About Consultonomics Ltd: http://www.consultonomics.ie
Consultonomics warns that brands which lose their loyal customer base are highly likely to lose out financially. The Chartered Institute of Marketing reports that the cost of acquiring a new customer is between 4 and 10 times higher than the cost of retaining an existing one. Consultonomics utilises direct, in-person marketing strategies to rebuild consumer trust in a brand. The firm develops one-on-one conversations with potential customers through business-to-consumer and event promotions using what managing director Joe Clarke calls the 'personal approach'. "The trouble with a lot of digital marketing these days is that despite being 'social', the consumer is still very remote from the brand. At Consultonomics we take everything right back to basics by focusing on person-to-person interactions - putting a human face to the brand, as it were. Our clients have found that our personalised strategies help to build a genuine connection with the consumer, and complement their existing digital and traditional advertising campaigns," says Consultonomics managing director Joe Clarke.
Established in 2010, Consultonomics is an outsourced direct marketing and sales company based in Limerick city centre.
http://www.marketingmagazine.co.uk/article/1289502/rise-social-spells ... ne-loyalty
http://www.camfoundation.com/PDF/Cost-of-customer-acquisition-vs-cust ... ention.pdf
Consultonomics Ltd is an outsourced sales and marketing firm based in Limerick Ireland, and specialise in direct marketing. As a dominant market leader they offer their clients a professional and personalised approach.
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