The Top 500 retailer buys Campus Deals, which offers mobile coupons to college students.
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Retailers have to pay heed to the tools they're offering shoppers because the consumers who demand the most online customer service are also those who spend the most on the web—that is, at least $301 annually for travel, apparel and consumer electronics, according to a recent survey. 65% of apparel shoppers rate online customer service extremely or very important for web shopping and 59% of consumer electronics shoppers say the same thing.
Additionally, 53% of survey respondents who shop online more than once a month deem customer service extremely or very important, compared with 45% who shop online once a month and 40% who shop online every four to six months. That means that retailers can't afford not to focus on customer service because the consumers who most want outstanding service are also a merchant's best customers.