It’s about a 4 min. read.
Call me lazy or call me smart, but I now do nearly all of my gift shopping online. Shopping online is easy, but it also brings up a whole new question around loyalty to specific brands and retailers. Five to ten years ago, I felt like getting the best price/deal was more important to me than shopping for specific brands or at specific retailers. Maybe it’s because I’m older, earn more money, or buy for more people (hello, in-laws!), but I’ve started considering other things than just prices, such as:
Because you can’t feel, touch, or smell products that you buy online, other factors play a much more important role in the decision-making process—I’ll pay a higher price for something just because I know the store and its policies are convenient for me and those that I’m shopping for. We’ve all gotten that ugly sweater without a gift receipt. No one wants to be “the bad gift giver” (sounds like a Seinfeld thing, right?).
Two retailers who get my business, despite the higher price tag, are Nordstrom and L.L. Bean. Here’s why they have my loyalty:
Online shopping has made it easy to switch brands/retailers with the click of a button, and this undoubtedly has an impact on customer loyalty. In this world of information overload, it’s becoming harder and harder for brands and retailers to truly differentiate their offerings, especially when they lack a captive audience in their physical store locations.
This is where discrete choice modeling and/or segmentation can come in handy—especially when there’s a need to dive deeper into uncovering purchase drivers outside of price—since most consumers will tell you they want all of the product’s bells and whistles for the lowest possible price. At CMB, we spend a lot of time in the up-front design phase, as well as in the analysis phase, combining the art and science of research to help bring the customer journey to life. This is where proper questionnaire design trumps speed as we strive to keep the story and research insights at the forefront.
How are you prioritizing customer convenience and experience?