Supermarkets have weak relationships with their customers in comparison to financial institutions, travel and holiday companies, according to research by partnership marketing agency Mediator.
The report, from a poll of marketers from the UK's top 1,000 companies, showed only department stores had a weaker relationship with consumers than the supermarkets.
The reason, said Mediator director Joe Craggs, is that the relationship between supermarkets and consumers is based on location more than anything else. However, the research also found that supermarkets were a desire industry' Â consumers want a relationship with the supermarket rather than need one. "This demonstrates how the shopping experience has changed from a mundane I have to go there' experience to an exciting event," said Craggs.
The report said that supermarkets needed to convert the element of desire into very strong brand relationships.
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The report, from a poll of marketers from the UK's top 1,000 companies, showed only department stores had a weaker relationship with consumers than the supermarkets.
The reason, said Mediator director Joe Craggs, is that the relationship between supermarkets and consumers is based on location more than anything else. However, the research also found that supermarkets were a desire industry' Â consumers want a relationship with the supermarket rather than need one. "This demonstrates how the shopping experience has changed from a mundane I have to go there' experience to an exciting event," said Craggs.
The report said that supermarkets needed to convert the element of desire into very strong brand relationships.
{{NEWS }}
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