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Tuesday, February 22, 2011

Consumers are trying to research online before going in-store

Today’s Research Brief suggests that only 3% of consumers have an extreme loyalty toward their brands… which allows one to infer that 97% will consider other options. Perhaps that is why, as the story suggests, consumers are so intent on doing research before making a purchase.

And while the web is a favored source of that research, nearly a third of consumers (30%) say they cannot find meaningful information at the store or product sites they visit.

Click here to see the Research Brief for yourself.

Implications: Does your website provide the kind of marketing you want… or the kind you consumers want? (Of course, this is a question for your consumers, not you.)

The next time I design a customer feedback survey, I’m thinking about two more questions I should ask.

“What could [company] do to make your shopping research easier, and therefore your purchase experience more pleasant?”

“Please visit our website before answering this question: What could we add to (or delete from) the [company website] to make your shopping research easier, and therefore, your purchase experience more pleasant?”

Obviously, this is a survey that would be very easy to administer from your website, almost anytime, so you could gain this intelligence beginning now.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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