During the last several entries on this Retail Strategies blog, we have discussed Brand Advocates — people who buy online and who write about their purchases, also online. They are an influential group, and they buy more than non-advocates.
In the study of Brand Advocates commissioned by the National Retail Federation and conducted by the Retail Advertising & Marketing Association and BIGresearch, researchers discovered the following about buyers of home décor who searched online:
72 percent said they wanted exposure to as many brands and companies as possible, compared with 54 percent of non-advocates.
67 percent said they had been introduced to new brands through home décor searches, compared with. 44 percent of non-advocates.
62 percent said their search reminded them of brands they knew but would not have remembered without searching, compared with 45 percent of non-advocates.
Tomorrow in Retail Strategies, we will wrap up this series of blogs about Brand Advocates with a few suggestions.