We’ve been talking about Brand Advocates for the last several posts here at Retail Strategies. Brand Advocates, just to review, are online shoppers who write about their purchases online — and most of what they write is positive.
The National Retail Federation asked the Retail Advertising & Marketing Association and BIGresearch to see what else they could learn about this group. One tidbit they picked up was that online search was an important component in reminding Brand Advocates of brands they had forgotten and introducing new brands to them.
Among home appliance buyers who searched first, 59 percent said they wanted exposure to as many brands and companies as possible vs. 40 percent for non-advocates.
More than half of buyers who searched — 53 percent — said they had been introduced to new brands through home appliances searches vs. 29 percent for non-advocates.
Again, more than half of searching buyers — 53 percent — said that searching reminded them of brands they recognized, but wouldn’t have recalled without the search.
Once again, I reiterate that Brand Advocates are a group of people to whom retailers should pay close attention.
Expect more about Brand Advocates tomorrow in Retail Strategies.