This factor is most important to brand selection

The top reason consumers choose to purchase a specific brand differs from popular perception.

Two-thirds (66%) of consumers care more about experience than price when making a brand decision, according to the Experience Impact report from performance marketing agency Merkle. The report surveyed 500 U.S. consumers in March 2019.

The research also revealed that slightly more than half (52%) of online shoppers reported having stopped shopping on a brand website due to poor site experience.

Nike, Amazon, and Apple were cited as the top mentioned brands for delivering a personalized experience. These customer-centric brands were also the top mentioned for delivering the best online experience, with Amazon cited by over half of respondents for being fast and easy, as well as its overall customer service.

Other notable findings include:
• Unknown quality is the top reason respondents hesitate to try a new brand.

• Recommendations from friends/family are the number one way for a new customer to trust an unfamiliar brand.

“Now more than ever, consumers expect brands to offer personalized and seamless experiences,” said Rives Martin, manager, customer intelligence & brand strategy, Merkle. “Marketers must focus on developing experiences that place customers squarely at the center. It begins with a comprehensive understanding of the entire customer journey, which allows marketers to learn and respond to the interests and needs of their customers. This ultimately results in more valuable, lasting relationships that lead to competitive advantage.”