M. Jericho Banks PhD

BrainTrust Query: Ideas for Building Loyalty in Spite of System Beaters

January 12, 2012

FROM RETAILWIRE:
Marketers are training us to become system beaters, or those shoppers who time their purchases to when their favorite brand is on sale or just load up on another acceptable brand on sale the day they shop. Is the combination of discount deals, social and mobile turning shoppers into better system beaters?      [more...]

The idea that "Today, much of the unplanned (impulse) purchases are not made" is simply untrue (sorry, Mark). If impulse buying were in decline, we'd see its effect in reduced displays in retail stores and reduced "suggestions" during online shopping at sites like Amazon.com. Have you noticed either of these developments? Me, either. The concept of a supposedly weakened impulse buying attraction is disproven in so many ways, and its application to high/low marketing remains as strong as ever.

I'm a loyal shopper, and not because of deals. Call me crazy, but I think most shoppers are like me. They want quality, service, convenience, and a reasonable price (not necessarily the lowest price). How they get there -- through physical or electronic shopping -- makes no difference. I shop a lot at Amazon, Zappos, Lands' End, Griot's Garage, and Dell. I don't always get the best price, but I know I'll get reliable quality, service, and communication. That comfort and reassurance is worth a couple of bucks either way so I don't have to scour the 'net for hours searching for a minimal price difference from a retailer I've never heard of. If you have time for that, you're either underemployed or missing your kid's soccer game.