Word-of-mouth is influential information a source consumer tells a shopper who trusts the source. WOM usually occurs between friends or family, but considering the definition, it could include a trusted salesperson telling a shopper about the salesperson's experiences with a particular product, brand, or store. WOM traditionally happened face-to-face from one person to another. But now it often happens on blogs or via social network sites. The essential element, though, is trust. The shopper receiving the information trusts the consumer who provides it.
Research says that WOM has a measurable influence on about two-thirds of all consumer goods sales and overall is more influential than media advertising. WOM is particularly powerful when a shopper doesn't know much about the product category. If I want a new exercise machine, but don't know much about exercise machines, I'm open to advice. If I want to dine at a nice restaurant in an unfamiliar city, I welcome leads from a native. But again, the influence of the advice depends on trust.
Give your staff and customers ideas for what they can say to others to praise your store and your product mix in ways that the WOM sources are trusted. Based on research from the Free University of Berlin, one important key in establishing this trust is that the WOM communication include at least some criticisms or concerns about what's being recommended. If everything's coming up bright lights and lollipops, it sounds phony. Another key is that the advice include specifics.
"When you use this exercise bike, you'll feel like you've had one excellent workout. But I have to say the instructions to use it were a little complicated," is more believable, and therefore more likely to convince the shopper than is, "This is without doubt the best exercise bike I've ever used."
No comments:
Post a Comment