Mike Oberle

Understanding a consumer's retailer of choice and what drives their loyalty

Author: Mike Oberle

For each retail category (apparel, shoes, electronics etc.), consumers have many choices when deciding where to make their purchase. Clearly things like price, quality and variety come into play, but as marketers, it’s important to understand why consumers choose the brands they do. And, marketers need to understand what drives these consumer brand preferences. Consider these four ‘drivers’: