Purchase Behavior Study Reveals 66% of Consumers Care More About Experience Than Price
Columbia, MD — Merkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, has released its Experience Impact report, analyzing how and why customer experience affects where consumers choose to spend their money. For its report, Merkle polled 500 US residents in March 2019.
The research revealed that 66% of consumers care more about experiences than price when choosing a brand from which to purchase. Additionally, over half (52%) of online shoppers reported having stopped shopping on a brand website due to poor site experience.
Nike, Amazon, and Apple were cited as the top mentioned brands for delivering a personalized experience. These customer-centric brands were also the top mentioned for delivering the best online experience, with Amazon cited by over half of respondents for being fast and easy, as well as its overall customer service.
“Now more than ever, consumers expect brands to offer personalized and seamless experiences,” said Rives Martin, manager, customer intelligence & brand strategy, Merkle. “Marketers must focus on developing experiences that place customers squarely at the center. It begins with a comprehensive understanding of the entire customer journey, which allows marketers to learn and respond to the interests and needs of their customers. This ultimately results in more valuable, lasting relationships that lead to competitive advantage.”
For more information, and to download the full report visit here.
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 7,000 employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.