Retail Word of Mouth Mostly Positive
By Staff -- Gifts and Dec, 12/5/2006 2:14:00 PM
New Brunswick, NJ — If you can’t say anything nice… you’re in the minority, according to the TalkTrack Survey by Keller Fay Group. The survey found that when shoppers talk about their retail experience, what they say is 14 times more likely to be positive than negative.
People talk about an average of six retail brands per week, according to Keller Fay, and some 70 percent is positive compared to just 5 percent negative. Nearly half include a recommendation, which often leads other consumers to visit the stores.
On average, retail brands have more positive word of mouth on average than other product and service categories. Specialty stores received the most positive and least negative buzz, followed by discounters and department stores. In specialty retail, the Internet and the stores themselves are key influences; when it comes to discount and department stores, a big driver is newspaper advertising.
And retail buzz works: word of mouth leads to more “purchase intent,” especially for discount stores, than in other industries such as auto, consumer electronics, telecommunications and high-tech.
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