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Antwerp–A recent study indicates that consumers are more inclined to respond to a promotional message from a retailer, if they receive it via a personalized and interactive channel. As the brand becomes more established, other forms of communication gain in effectiveness.

In today’s digital revolution, retailers are overwhelmed with alternatives to communicate with consumers. They are continuously searching for ways to reach and communicate effectively with consumers. Effective communication is vital for retailers in building valuable relationships with their customers. A recent study conducted by a master student at KU Leuven indicates that personal relevance and interactivity are the key characteristics of a commercial communication channel.