IBM 2016 Consumer Expectations Study

Brand Relationship: When Is It Most Vulnerable?

Every retailer works to create and maintain a strong brand relationship with its customers. [In this case I’m talking about the retailer’s brand, not a product brand.] They want that brand to represent something that ties a consumer to them in a way that supersedes price, proximity, marketing hype, etc. as the primary selection criteria. […]

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The Store’s Pivotal Role In The Post-Purchase Brand Experience

As I’ve mentioned in previous writings, the post-purchase phase of the consumer’s brand experience has the greatest potential influence on a consumer’s relationship with a retailer. In an IBM study of 1,500 US consumers, we found that: Eighty-five percent more consumers aged 40 and above say the post-purchase experience has a greater potential to strengthen […]

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The Demise of the Physical Store

We have all seen headlines: the statistics that show consumers are making more purchases than ever online, so much so that, eventually, we will no longer have physical stores. However, that headline is becoming yesterday’s news as the conversation is starting to change. Of course, there is no doubt that online shopping will continue to […]

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Today’s Merchandising Realities: Are Stores Ready For “The Truth”?

The amount of change to be handled in order to support various omni-channel capabilities is, perhaps, greatest in stores — where change is often difficult (i.e., given the number of stores and employees involved). Such omni-channel initiatives as in-store pickup or return of online purchases, online visibility into available store inventory, pickup time guarantees, (and […]

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“Out of Stock,” out of Luck? Maybe Not

Since the first retailer opened for business, out-of-stocks (OOSs) have been an issue for consumers. But, in recent years, consumers have shown an increasing impatience with inconvenience. And, there are few consumer inconveniences worse than wanting or needing something, being more than willing to pay for it, going to the store, and finding that the […]

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You Had Me At “Goodbye”: Post-Purchase Phase Is Key

Some years ago, I blogged about the importance of the post-purchase brand experience in deepening or undermining the brand relationship that a consumer has with a retailer. I cited a U.S. consumer survey that our Institute for Business Value (IBV) conducted in 2011. The respondents to that survey made it clear that of the 3 […]

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IBM Consumer Expectations Study Insights: Yesterday’s “Good Enough” Is Today’s “Not Even Close”

As many as 10 years ago, consumers were already clear about their expectations for a seamless brand experience across all channels with retailers. [85% percent said they “expected” such a seamless experience, and ­­­­­­­­82% said they expected that experience to be consistent regardless of the number of channels involved.] Last year, we completed our IBM […]

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