Public failing to notice agency transformations

High-profile attempts to overhaul agencies appear to have had limited impact on customer perceptions.

“There is little evidence that consumers are much interested in coffee shop-style re-brands, ancillary revenue streams and style makeovers,” says Mintel.
“Maybe it’s time to ditch the coffee and other gimmicks and get back to basics.”

Mintel’s research found initiatives such as installing interactive technology in agencies, providing email and text alerts, holding promotional nights or offering home visits were low down a list of consumer priorities.

Indeed, consumer interest in brochures available on DVD, extended opening hours or agency loyalty schemes has fallen since Mintel’s last consumer survey in 2006. The research suggests only younger, high-income consumers without children value late opening.


More information:

* Travolution: Mintel Reports

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