Power to Persuade
A consumer study shows sales associates have influence at the watch counter
A new study of watch buyers found that despite many brands extensive and expensive consumer advertising campaigns, most consumers dont recall seeing ads for the brands theyve bought.
Much of the purchase decision is made at the showcase, where the store personnel can have a great influence, says Liz Chatelain, CEO of MVI Marketing Ltd., Paso Robles, CA, which conducted the study. This underscores the importance of in-store training, she says. Consumers question the salespeople about watches as they buy, she says.
Additionally, most consumers who hadnt heard of a brand before buying it said they would buy it again. Ninety-six percent of consumers tell us they would buy another watch from the same company and, moreover, would recommend that brand to another person, she says.
The report also found:
- Half of all watch customers will shop for another watch within three years of their last purchase.
- 61% of consumers claim to have seen no advertising for the watch brand they now own.
- 32% of consumers have recommended a watch brand to someone else.
- 19% of consumers say the brands image is important to their purchase decision.
- 65% of the respondents bought the watch for themselves.
- Timex was the most-owned watch brand in the study. Its found in more than 50% of U.S. households.
The respondents are members of the MVI Jewelry Consumer Opinion Council, a panel of 20,000 consumers assembled to conduct research in the U.S. jewelry, gemstone and watch markets.
The JCOC Watch Study 2001 is available from MVI for $1,500 per copy. Quarterly reports will begin next year.
MVI Marketing Inc., Paso Robles, CA; (805) 239-2994, www.mvimarketing.com.
by Michael Thompson