Carlson Marketing Worldwide released the results of its Carlson Relationship Builder 2007 study on the current state of customer relationships within the retail industry. In the most recent chapter of its ongoing research series, Carlson Marketing - leveraging the expertise of Peppers & Rogers Group, its strategic consulting division and its partnership with Zoomerang, the pioneer in online surveys - put the retail sector's consumer relationships to the test.
Nearly 1,200 consumers took part in a comprehensive survey providing a clear look at the current state of customer relationships within the retail industry. The research report answers the question of whether or not customers are having relationships with retailers with a resounding "yes." Customers do have relationships with retailers and the range of the strength of those relationships is broad. Among the retailers with the highest level of relationship strength are Barnes & Noble, Hallmark, Bath & Body Works, Best Buy, Old Navy and Target. In all cases, there remains substantial room for improvement. The study found that the strength of the relationship between a retailer and each of its individual customers is not uniformly equal. There is an opportunity to "raise the bar" on an overall basis and individually based on the variances in relationship strength among customers within retailers.
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