In a constantly evolving world, where consumer trends change at a frantic pace, the French seem to continue to maintain a special bond with the brands they love. Notify, a player in customer relations in France, conducted a vast study to find out how the French feel. After a first part published at the end of May, here is the second. Among the main lessons from this second part: travel is the French people’s favorite sector of activity when they receive a campaign.
Fine May Notifya company active in the field of customer relations, had published the first part of its study dedicated to the feelings of the French towards promotional campaigns. We talked about it on that occasion.. Here is the second part.
The three most popular sectors of activity among the French are (multiple answers possible):
- The trip (42% of respondents);
- The fashion (40% of respondents);
- Large-scale distribution (32% of respondents).
Then comes the beauty (31%), the decoration (21 %), the bricolage (20 %), the charitable / associative (5 %), banks / insurance companies (5 %).
French people whose attention span is not the same depending on the time of day
Another lesson from this study: attention is an essential criterion in a good campaign. Indeed, 35% feel more available early in the morningwhile 7% say they are late in the morning. 9% of respondents listen more between noon and two, while 4% are in the afternoon. It is in the evening when attention is highest: nearly one in two French people (45%) believe that this is the time slot when they are most attentive.
EIn terms of customer relations, 32% of respondents indicate that they subscribe to fewer than 5 brands. 22% say they subscribe to between 6 and 9 brands, 15% between 10 and 14 and 31% subscribe to more than 15 brands. On the loyalty program side, the results are roughly the same. Thus, 36% of French people have subscribed to less than 5 programs28% between 6 and 9, 18% between 10 and 14, while 18% belong to more than 15 programs.
Read also: 56% of French people feel overly solicited by brands
« The in-store or e-commerce experience remains a fundamental criterion for initiating a brand preference. CRM becomes the first lever to perpetuate it. The essential thing is therefore to remain visible to each customer, and thus to be able to activate each message at the right time and in the right place. “, comments Ous Ouzzani, CEO of Notify.
Too many emails?
The channel preferred by brands for sending these loyalty offers is overwhelmingly email (82%). 9% indicate that the most used channel is SMS. For 7% it is push, while the wallet comes a long way behind (2%).
The French carried out a quick test proposed by Notify: they had to look at how many unread emails they had in their mailbox. The result is very interesting. There is a divide between those who have “no unread emails” and those who are overwhelmed by the number of emails stored. 25% of respondents say they have fewer than 10 unread emails, 4% say they have between 10 and 99. 11% say they have between 500 and 999, 17% have between 500 and 999 unread emails and 24% of respondents have more than 1,000 unread emails in their inboxes. These figures should be put into perspective with the digital pollution induced: According to the Carbon Literacy Project, a standard email generates about 4g of CO2 ; with a bulky attachment it produces up to 50g of CO2.
Source: www.ecommercemag.fr
