In stores, Brand B frames technical features in nontechnical terms. User reviews and ratings are front and center there, and a navigation tool lets consumers quickly find reviews that are relevant to their intended use of the camera (family and vacation photography, nature photography, sports photography, and so on). Why does she want a camera? Is she just starting to look, or is she ready to buy? The company guides those in the early stages of investigation to third-party review sites (where its cameras get good marks) and directs consumers who are actively shopping to its own website.
#Keep it code#
In stores, shelf labels list key technical attributes, such as megapixel rating and memory, and provide a QR code that takes consumers to a mobile version of the brand’s website, where they can dig more deeply into product specifications.īrand B’s search engine strategy is to first understand the consumer’s intent and where in the search process she is likely to be. There they find extensive technical and feature information and 360-degree rotatable product photos, all organized and sortable by model. Brand A’s search engine strategy is to pick up any consumers who are searching common digital camera terms and direct them to the company website.
#Keep it drivers#
In addition, we interviewed 200 CMOs, brand managers, and other marketing executives representing 125 consumer brands in 12 industries globally, asking about their strategies and beliefs concerning drivers of stickiness.Ĭonsider the marketing activities of two digital camera brands.
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Questions explored shopping duration, effort required, purchase-related research, the consumer’s state of mind, his relationship with the brand, the frequency of his interactions with the brand, and the likelihood of repurchasing and recommending. Respondents were asked dozens of questions about their attitudes and purchase experiences across a variety of price points and channels in categories including apparel, cars, luxury goods, onetime items (such as airline tickets), and ongoing services (such as cell phone service). Over a three-month period, Corporate Executive Board conducted pre- and postpurchase surveys of more than 7,000 consumers in the U.S., the UK, and Australia, covering a wide range of ages, income levels, and ethnicities. What consumers want from marketers is, simply, simplicity.
#Keep it driver#
The single biggest driver of stickiness, by far, was “decision simplicity”-the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options. We looked at the impact on stickiness of more than 40 variables, including price, customers’ perceptions of a brand, and how often consumers interacted with the brand. Our study bored in on what makes consumers “sticky”-that is, likely to follow through on an intended purchase, buy the product repeatedly, and recommend it to others. That’s a key finding of Corporate Executive Board’s multiple surveys of more than 7,000 consumers and interviews with hundreds of marketing executives and other experts around the world (for more detail, see the sidebar “About the Research”). Learn how simple-or complex-the decision journey is for your customers with an audit found at And they should offer tools that will help consumers weigh their options by identifying the product features that are most relevant to them.Ĭompanies that avoid bombarding customers and instead focus on simplifying consumers’ decision making will rise above the din, and their customers will stick by them as a result.
![keep it keep it](http://img.picturequotes.com/2/37/36211/keep-it-real-quote-1.jpg)
They should provide trustworthy sources of product information and recommendations.
![keep it keep it](https://images.cdn1.buscalibre.com/fit-in/360x360/86/69/8669786cbc64cf5ac19a31935eb4d996.jpg)
They offer three tactics marketers can use to simplify consumers’ decision making and help them navigate the purchase journey.Ĭompanies should minimize the number of information sources consumers must touch as they move confidently toward a purchase. After surveying thousands of consumers and interviewing hundreds of marketers and other executives, the authors find that the single biggest driver of customer “stickiness” is the ease with which consumers can gather information about a product and confidently and efficiently sort through their available choices. What do consumers want from marketers? Simplicity. Rather than pulling customers into the fold, marketers are pushing them away with relentless and ill-conceived efforts to engage. But for many consumers, the rising volume of marketing messages isn’t empowering-it’s overwhelming. In response, they’ve ramped up their interactions with customers. Marketers see today’s consumers as web-savvy, mobile-enabled data sifters who pounce on whichever brand or store offers the best deal.