#Keep it simple photography driver#

#Keep it simple photography driver#

The single biggest driver of stickiness, by far, was “decision simplicity”-the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options. We looked at the impact on stickiness of more than 40 variables, including price, customers’ perceptions of a brand, and how often consumers interacted with the brand. Our study bored in on what makes consumers “sticky”-that is, likely to follow through on an intended purchase, buy the product repeatedly, and recommend it to others.

That’s a key finding of Corporate Executive Board’s multiple surveys of more than 7,000 consumers and interviews with hundreds of marketing executives and other experts around the world (for more detail, see the sidebar “About the Research”). Learn how simple-or complex-the decision journey is for your customers with an audit found at And they should offer tools that will help consumers weigh their options by identifying the product features that are most relevant to them.Ĭompanies that avoid bombarding customers and instead focus on simplifying consumers’ decision making will rise above the din, and their customers will stick by them as a result.

They should provide trustworthy sources of product information and recommendations. They offer three tactics marketers can use to simplify consumers’ decision making and help them navigate the purchase journey.Ĭompanies should minimize the number of information sources consumers must touch as they move confidently toward a purchase. After surveying thousands of consumers and interviewing hundreds of marketers and other executives, the authors find that the single biggest driver of customer “stickiness” is the ease with which consumers can gather information about a product and confidently and efficiently sort through their available choices. What do consumers want from marketers? Simplicity. Rather than pulling customers into the fold, marketers are pushing them away with relentless and ill-conceived efforts to engage. But for many consumers, the rising volume of marketing messages isn’t empowering-it’s overwhelming. In response, they’ve ramped up their interactions with customers. Marketers see today’s consumers as web-savvy, mobile-enabled data sifters who pounce on whichever brand or store offers the best deal.