What was the biggest beef of CE shoppers over the holidays?
According to consumers surveyed in national CE stores during December, finding a salesperson who knows what he’s talking about was the No. 1 challenge when shopping for electronics and appliances.
Just finding a salesperson — any salesperson — was their second biggest gripe.
The poll, conducted exclusively for TWICE by Campaigners, an El Segundo, Calif.-based field sales and marketing agency, queried 944 consumers during the height of the holiday selling season. Surprisingly, only 18 percent of them said that long lines and crowds were the biggest turn off to shopping in stores.
Other major irritants: out of stocks (9 percent); confusing product features (7 percent); and, interestingly, too many products to choose from (6 percent).
Consumers also complained about discrepancies between advertised and in-store prices, non-working floor models and too much tech-speak on shelf talkers.
Some of their more compelling comments included:
- “Sales associates should not have quotas to sell warranties! I do not want to be hassled about the warranty when I’m ready to check out.”
- “It would be nice if the pricing were clearer and I didn’t have to keep track of so many mail-in rebates.”
- “I don’t like to be kept waiting for service, especially when I already have a product in mind. I simply want to purchase it and leave!”
Campaigners is a full-service field sales and marketing agency that has created hundreds of campaigns for clients including Dyson, Fuji- Film, JVC, LG, Lexmark, Motorola, Roxio and Vonage. For more information visit www.campaigners.com.
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