The Integer Group in Dallas has a core competency and demonstrated success in helping clients marketing to the consumer electronics segment. In an effort to continue building knowledge and expertise in the sector, we have sponsored a tracking study to help us better understand the path to purchase for people buying consumer electronics.
The Path To Purchase
In addition to establishing a baseline showing the typical CE customer’s path to purchase, we have also unearthed a number of rich insights into the key influencers that drive the purchase including promotional effectiveness, the use of advisors and media impact, amongst others.
How Men and Women Differ as Shoppers
We uncovered some very interesting insights into the very different purchase experiences that men and women have while shopping for consumer electronics, as well as their overall feelings about shopping in general. For example, while both groups put significant preparation into the purchase process, men are much more likely to see it as a leisurely experience while women often see it as grueling and stressful. Their favored retail experiences are quite different, as you might imagine, but both genders reflect that their typical consumer electronics purchase experience leaves ample room for improvement.
Purchase Satisfaction – What Really Matters
We also were able to learn quite a bit about the efforts that impact purchase satisfaction, from the surprising role of retail displays to how the inclusion of advisors during the shopping stage has a profound impact on how people felt after the purchase – providing some excellent advice to both retailers and manufacturers contemplating how to best reach their shoppers.
How You Can Benefit
The data collected can be looked at from a number of different vantage points -
by shopper demographics (gender, age, HH income, ethnicity), by geographical region, by product group, by price range, by store type, online vs. traditional retail and so forth – making it interesting and useful to just about anyone who has an interest in marketing to people in the market of consumer electronics.
For more information about the 2007 study and the on-going tracking work, please contact Ellen Cook who heads up the Strategy Group in Dallas. You can also view an interview Kim Meiner conducted with Fox News here. You can also download our white paper on this topic.