Price is the single biggest factor in
consumer purchase decisions, and it is also the biggest turnoff when changes occur, according to Part 2 of The State Of Personal Commerce, a study by Bluecore.
There are lessons here for email
marketers planning ecommerce campaigns.
Of the shoppers polled, 57% say price has the greatest impact when buying. The other considerations are recommendations (20%), necessity (16%) and brand
(7%).
Price is the main driver for 59% of Gen Z respondents, 55% of millennials, 55% of Gen Xers and 53% of boomers.
But millennials are more affected by
recommendations than other groups, with 26% citing them.
Generation X & Y (age 34-55) are more impacted by brand than others, with 16% specifying
it. And 26% boomers say purchases are driven by necessity.
Of all shoppers, 36% say discounts have the greatest impact on buying decisions. But 64% are more influenced by other
features, including relevant product recommendations (30%), timing of communications (24%) and engaging content (10%). Content and subject lines rank lowest.
Gen Z is
most motivated by timing of the communication (38%), millennials and Gen X & Y by relevant product recommendations (35% and 34% respectively) and boomers are most swayed when discounts or
promotions are enclosed (52%).
The primary causes of excitement for the last purchase are:
- Price —
30%
- Deal — 25%
- Product — 24%
- Certainty — 10%
- Experience — 8%
- Speed of arrival — 2%
Despite all that, consumers will end their relationship
with a brand because of the following:
- Change in prices — 37%
- Scandal/bad publicity — 29%
- Involvement
(or lack thereof) in political/social issues — 25%
- Too many irrelevant digital communications — 5%
- Other —
4%
Bluecore surveyed 522 U.S. shoppers during the first quarter.