Brand Advocates, as we have discussed, are online buyers who write about their purchases online. “Because they have empowered themselves with information, they’re comfortable making a purchase decision, more satisfied with their purchase and more loyal to your brand,” according to the National Retail Federation (NRF). “They feel like experts and are empowered to share their expertise with others.”
The NRF contracted the Retail Advertising & Marketing Association and BIGresearch to study the buying habits and search influence of Brand Advocates.
Among other things, the two groups learned what percentage of Brand Advocates vs. non-advocates plan major purchases within the coming six months:
Furniture — Brand Advocates, 16 percent; non-advocates, 8 percent
Computer — Brand Advocates, 19 percent, non-advocates, 12 percent
TV — Brand Advocates, 15 percent; non-advocates, 8 percent
Home appliances — Brand Advocates, 13 percent; non-advocates, 6 percent
Jewelry/watch — Brand Advocates, 10 percent; non-advocates, 4 percent
Stereo equipment — Brand Advocates, 7 percent; non-advocates, 2 percent
We’ll learn more about this interesting group in tomorrow´s Retail Strategies.