Over half (51.23%) of Australian shoppers will be spending less on gifts this Father’s Day due to the ongoing cost of living pressures, according to a study of 2000 Australians from customer engagement platform SAP Emarsys.
Slightly more than a third (36.50%) of respondents are wanting to spend more this Father’s Day. Personalised gifts (30.86%), alcohol (18.19%) and clothing (16.07%) are the most popular gifts for dad’s this year.
According to SAP Emarsys’ study, two thirds of respondents admit that inflation and the cost of living crisis have made them leave brands they were previously loyal to in order to save money. More than half (67%) of respondents said they are more loyal and interested in retailers that offer them discounts, incentives and rewards. The implementation of personalised loyalty offers and discounts by brands might just provide customers with more ways to spoil their dads this Father’s Day without breaking the bank.
“Father’s Day isn’t just about gift-giving, but providing a personalised token of appreciation. At Gazman, we deliver a personalised experience for customers. With the help of Emarsys, we are able to analyse customer behaviour and deliver customer engagements based on past behaviour. This gives us insights into how our customers like to shop, what they shop for and when they purchase – which in turn helps us to deliver personalised offers that allows customers to shop for special occasions like Father’s Day”, says Gazman Head of CRM Dean Enticott.
“The cost-of-living crisis has made it more imperative than ever for brands to be competitive. Whilst it’s expected that Australians have tightened their belts, emotional values will still encourage Australians to spend. In fact, SAP Emarsys’ 2022 Loyalty Index revealed 19 per cent of respondents have a strong personal and/or emotional connection with the brand. A strong relationship between customer and brand is highly valued, specifically the position of emotive personalisation that is positioned at the center of brand communications. Ahead of Father’s Day, personalisation will allow retailers to provide customers with the best offers for them to spoil their loved ones, and establish loyal customers that will stay true to the brand well into the future,” says SAP Emarsys Senior Vice President of Revenue and General Manager – APJ and GC Daniel Hagos.