Tags: B2B Marketing, B2C Marketing, eCommerce, Market Research, Multi-Channel Marketing, Personal Value
In a great article on the importance of humanizing brands in improving ecommerce loyalty, Chris Malone outlines his study’s findings that “online shoppers at ‘multi-channel’ retailers such as Best Buy, Macy’s, Sears and Walmart reported much higher customer loyalty than those who had only made in-store purchases.”
The bottom line: personal value matters.
Many of our recent conversations with clients have centered on communicating personal value. In the race-to-the-bottom fueled by Google Shopping, eBay and Amazon (among others), a customer-centric approach is critical — particularly for brands looking to differentiate in a commoditized industry. “Human brands,” as Malone calls them, can actually change the buying calculus, shifting the conversation from price to more intangible differentiators, like personal customer service:
“In our research, customers rated Zappos very highly for loyalty-inspiring distinctions, such as its ability to resolve problems fairly and acting in its customers’ best interests. Those same Zappos customers ranked the company’s ‘value’ [...]