Despite the ubiquity of online shopping, consumers still rely on face-to-face interaction in the path to purchase, whether it be for getting product information, seeing in-person demos or tracking down items in other stores.
Even though PR stunts can be polarizing, brands keep foisting them onto the public. In a survey conducted by OnBrand and Bynder, only 12% of US and UK marketers considered guerrilla marketing an exciting trend to explore this year. Tangentially related tactics like influencer marketing and brand activism had far more appeal.
Store closures are the hallmark of the so-called retail apocalypse, but the demise of brick-and-mortar locations might be more apparent to industry watchers. The average consumer doesn't always pay attention—unless a particular store meant something to them.
Brand trust has a great deal of sway on purchase behavior, especially when shopping for big-ticket items. According to an October 2018 SurveyMonkey poll, 68% of US internet users said trust in a brand was very influential when making a major purchase.
A new National Retail Federation study examines what it is calling "value shoppers," the 89% of US consumers who frequent discount retailers. With a figure that high, this behavior transcends gender, region, income and age.
If you think consumers want brands to be neutral on social issues, you would be wrong. Belief-driven buyers—consumers who choose, switch, avoid or boycott a brand based on its stand on societal issues—are the majority in 2018.
Do brands live up to their promises to consumers? Much of the time, the answer is no, and a recent study suggests that the ramifications of that can be very bad news for brands that fall short of expectations.
Millennials may not watch as much TV as previous generations, but their engagement with the TV content they do watch may actually be deeper than other groups.
When a consumer finds a product they like, they tend to become repeat customers. However, a recent survey found that some consumers—particularly Gen Z and millennials—are not always ready to commit to one product.
It's not easy to quantify if consumers are spending more on minimalist lifestyles or just becoming more discerning about the things they do spend money on. The rise of private labels and consumers caring less about specific brands of household goods, food and clothing speaks to a shift in values.