Why do shoppers choose one retailer over another? A survey of more than 13,000 e-commerce shoppers by Bizrate Insights, a division of retail marketing solutions firm Connexity (formerly Shopzilla) found Gen Y is by far the most price-sensitive group with low pricing driving their choice of retailer; Boomers and Seniors often choose brands that treated them well in the past. The study focused on shoppers who bought items that could be purchased from multiple retailers.
“What’s the primary reason you chose to buy from this retailer?
“When affordability is less of a factor, the lasting impression of having been treated well is the leading influencer of loyalty,” says Hayley Silver, Vice President of Bizrate Insights (pictured top left). “True brand loyalty is generated by meeting and exceeding customers’ expectations when the transaction is completely done.
“In data we collect every day in our standard Buyer surveys, Bizrate Insights found that ‘customer support’ was the leading attribute of the customer experience that most heavily influences their recommendation of a retailer. Other highly influential attributes include ‘product met expectations,’ ‘on-time delivery,’ and ‘design of site’,” adds Ms Silver.
Bizrate Insights utilizes correlations to determine the influence of attributes from the purchase and order fulfillment experiences over customers’ likelihood to recommend.
*The Bizrate Insight Loyalty Study was offered at the Point Of Sale to customers purchasing from a retailer in the Bizrate Network of over 5,000 e-commerce retailers in the US and Canada. Data from this study was collected during Q3 2015, and garnered 13,031 responses.