A Third of Women are Looking for Brand Love
Research reveals women are more likely to seek rewards in return for online recommendations
With Valentine’s Day just around the corner, new research reveals that women across the country are looking for love online, and not in the way we’ve all become accustomed with. It seems that women are looking for love from companies and brands in return for sharing their positive experiences online – after all, it’s a two-way relationship. With two thirds of women keen to endorse companies, half of which also expect something in return - not just a short term fling.
The independent survey commissioned by SAP UK (Limited) of over 1,000 UK online shoppers, reveals how companies should be courting consumers online. 64% of women actually tell their social networks about a great experience purely for the feel good factor it gives them. However, 33% of women also agree that companies should reward people for making genuinely positive comments about them on social media.
Companies must also offer direct and personal responses on social media to build lasting relationships with consumers. Approximately a quarter – 29% of men, 23% of women – would stop using or buying from a company or brand and take their business elsewhere if they don’t receive a direct and personal response, in a timeframe acceptable to them.
Further findings found women (58%), more than men (53%), see social media as a great opportunity for companies to learn more about them through monitoring conversations. Listening to, and engaging with consumers on social media will enable companies to continually improve upon personal relationships, and avoid the risk of a love affair ensuing with competitors.
Key lessons for companies looking to woo consumers online
- Build a long-term meaningful relationship: Stay in touch with your customer to keep them coming back for more. 73% of women and 64% of men appreciate regular contact and follow-up from brands, particularly where negative social media comments are concerned
- Avoid the temptation of love affairs: Respond quickly to social media comments and avoid your customers developing affairs with competitors. Whilst women (72%) are more demanding of a quick response, men (62%) don’t want to wait either
- • Create intimate relationships: Both women (78%) and men (65%) request personal responses, get to know your customer and your customer will get to know you
Roland Van Breukelen, Solution Adviser, SAP Cloud, EMEA, said: “Companies have a great opportunity this Valentine’s Day to provide consumers with the sort of service that creates lasting loyal relationships. Listening to and engaging with customers is crucial; avoiding the hearts and flowers approach, instead opting for more meaningful contact. To do this, companies need to ensure that all social media messages are personal; and by personal I mean truly knowing who you are speaking to – knowing their purchase history, details of previous positive or negative comments, any past issues, how they like to be communicated with. This is the power of social media, and now is the time for companies to understand how to use it to their advantage and to demonstrate their love and commitment to their customers.”
For more information, visit the SAP Newsroom.
As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 197,000 customers to operate profitably, adapt continuously, and grow sustainably. For more information, visit www.sap.com.
Any statements contained in this document that are not historical facts are forward-looking statements as defined in the U.S. Private Securities Litigation Reform Act of 1995. Words such as “anticipate,” “believe,” “estimate,” “expect,” “forecast,” “intend,” “may,” “plan,” “project,” “predict,” “should” and “will” and similar expressions as they relate to SAP are intended to identify such forward-looking statements. SAP undertakes no obligation to publicly update or revise any forward-looking statements. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. The factors that could affect SAP's future financial results are discussed more fully in SAP's filings with the U.S. Securities and Exchange Commission ("SEC"), including SAP's most recent Annual Report on Form 20-F filed with the SEC. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates.
© 2012 by SAP AG. All rights reserved.
SAP and the SAP logo are registered trademarks of SAP AG in Germany and other countries. Business Objects and the Business Objects logo are trademarks or registered trademarks of Business Objects Software Ltd. Business Objects is an SAP company. Sybase and the Sybase logo are registered trademarks of Sybase Inc. Sybase is an SAP company. Ariba, the Ariba logo, Quadrem, b-process, Ariba Discovery and other Ariba products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Ariba, Inc. or its subsidiaries in the United States and other jurisdictions. Ariba is an SAP company.
Note to editors:
To preview and download broadcast-standard stock footage and press photos digitally, please visit www.sap.com/photos. On this platform, you can find high resolution material for your media channels. To view video stories on diverse topics, visit www.sap-tv.com. From this site, you can embed videos into your own Web pages, share video via email links, and subscribe to RSS feeds from SAP TV.
Follow SAP on Twitter at @sapnews.
For customers interested in learning more about SAP products:
Global Customer Center: +49 180 534-34-24
United States Only: 1 (800) 872-1SAP (1-800-872-1727)
For more information, press only:
Jessica Latimer, SAP, 07966 975487, email@example.com
Katie Potts, Octopus Communications, 08453 700 655, firstname.lastname@example.org