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BizReport : Ecommerce archives : November 22, 2013

Reports: Loyalty, Moms driving revenue

Thanksgiving Weekend may be the official kick-off to the holidays for shoppers, but don't tell that to small businesses; they've been preparing for a couple of months. And they are banking on days like Small Business Saturday to help their bottom line.

by Kristina Knight

Small businesses say loyal customers are driving their business this year. According to new data from Constant Contact 82% of business-to-consumer SMBs believe loyal customers are driving their revenue numbers; 66% say online marketing tools are pushing their business forward.

"Eighty-two percent of small businesses reported new customers find them through referrals, meaning satisfied customers are one of the most important drivers of new customer acquisition," said Gail Goodman, CEO of Constant Contact. ""B2C small business owners are optimistic, with 65 percent expecting their 2013 revenues to exceed those of 2012, but it's clear the holiday push is critical."

To keep increasing loyalty these SMBs are focused on:
• 90% believe great products/service increases the loyalty factor
• 60% say email contact with their clients drives loyalty
• 49% believe social media is pushing loyalty higher
• 52% say first time customers over the holidays will become loyal customers

Meanwhile one-third say they participated in Small Business Saturday last year and three-quarters say they'll take part this year to help get the word out about their business.

One of the most-targeted customers will be busy moms, and new data out from Adroit Digital shows that discounts and coupons are one of the best ways for retailers to get mom's through the digital - or physical - door.

Scott German, GM of Adroit Digital said, "To win this holiday season, retailers would be wise to pay special attention to moms' plans to shop more online and from their mobile devices in particular. By presenting online discounts and focusing their efforts on the mobile web, they can influence their purchase behavior even during one of their rarer in-store visits."

Their data shows:

• 93% of moms will likely make a purchase if offered a deal/discount
• 50% of moms say they'd rather use the mobile web than a mobile app to make purchases
• 56% of moms will use smartphones in-store to find coupons, 50% will check online prices and 42% will check nearby store prices

Image via Shutterstock

Tags: Adroit Digital, Constant Contact, ecommerce trends, loyalty marketing, m:commerce, SMB tips

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