Everyone in this industry will have their own answer to that question, but sometimes it’s useful to get an outsider’s view of the matter.
Last week a report landed on AMP’s desk claiming to reveal current buying behaviours of customers in the UK mobility market. The study, carried out by Accord Marketing, polled more than 300 people to find out what influences their purchasing decisions and choice of equipment.
Respondents indicated that when viewing advertisements for mobility products, they want to see ‘honesty, plenty of information, representative images and videos of the product in use, and transparent pricing’.
None of those demands sound unreasonable and I’m sure dozens of retailers already provide exactly that. On the other hand, it needs to be balanced with a focus on the over-riding purchasing citeria that shapes most transactions.
Price and ease of use, for instance, were cited as the factors that buyers still prioritise above all others.
A clear majority of respondents (92%) stated they were involved in making the decision on which product to buy, and the main reason cited for repurchasing from a company was excellent customer service (34%). A quarter selected on product quality and 18% on price and discounted offers.
Retailers wondering where to direct their social media activity, meanwhile, will be interested to learn that Facebook ranked as the most popular social media channel for 80% of respondents.
Internet searches were among the chief methods of obtaining information followed by recommendations from family and friends. 90% of people said there was no particular time of the year when they would buy a mobility product.
As the report itself concluded, there is a temptation to picture the over-50s as “traditionally-minded, technologically illiterate and out-of-touch when nothing could be further from the truth”.
The industry’s markeeters can’t say they haven’t been warned.