The investment bank Raymond James published a research report a couple of weeks ago that highlights the power of ‘real people’. According to the survey, “74% of respondents agree, and 14% strongly agree that they choose products and services based on what others say online about their user experiences.” Another report from the eTailing Group points out that “70% of online shoppers actively seek out consumer reviews before making a purchase.” While it’s hard to extract general truths from survey data, I think the results show that people trust each other and want to involve each other in their shopping experiences. They’re grasping for a more human shopping experience. It’s just better and more fun that way.
As corporations continue to integrate themselves into the social media landscape, transparency and authenticity will become even more critical. People want to know in very clear terms who’s making recommendations and who’s trying to sell them stuff. When they learn it’s a real person who shares their passion, and not just another institution, the shopping experience is more gratifying. John recently wrote about an incredible experience he had with his son at an NYC magic store.
Has anyone else had a great shopping experience with a real person lately?
-mike novotny
