Consumers 'will go to a rival' if bombarded by useless marketing
Nearly 80% of UK consumers would shift their business to a competitor if they were being bombarded with irrelevant marketing messages, according to a study.
The majority of the 2,000 consumers surveyed (88%) said that at the very least they would cease accepting communications from that firm and stop giving it their personal details.
The Transactis survey, which was balanced by gender, age, region and social class, also found that 81% of respondents would seriously question the competence of a firm that asked for their details, either through a print form or online, when they know that company already has that data.
Peter Thompson, commercial director at Transactis, said: “What this research does highlight is that consumers now expect – not just want – the companies they deal with to provide offers and communications that are relevant to them.
"This means that they require them to know their preferences in terms of the products and services they want, the channels they want communications to come through, and the right time to send messages sent to them.
"Those organisations that do not act on the data they already have to hand do so at their peril.