![]() ![]() Respondents were asked dozens of questions about their attitudes and purchase experiences across a variety of price points and channels in categories including apparel, cars, luxury goods, onetime items (such as airline tickets), and ongoing services (such as cell phone service). Over a three-month period, Corporate Executive Board conducted pre- and postpurchase surveys of more than 7,000 consumers in the U.S., the UK, and Australia, covering a wide range of ages, income levels, and ethnicities. What consumers want from marketers is, simply, simplicity. The single biggest driver of stickiness, by far, was “decision simplicity”-the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options. We looked at the impact on stickiness of more than 40 variables, including price, customers’ perceptions of a brand, and how often consumers interacted with the brand. ![]() Our study bored in on what makes consumers “sticky”-that is, likely to follow through on an intended purchase, buy the product repeatedly, and recommend it to others. That’s a key finding of Corporate Executive Board’s multiple surveys of more than 7,000 consumers and interviews with hundreds of marketing executives and other experts around the world (for more detail, see the sidebar “About the Research”). Learn how simple-or complex-the decision journey is for your customers with an audit found at And they should offer tools that will help consumers weigh their options by identifying the product features that are most relevant to them.Ĭompanies that avoid bombarding customers and instead focus on simplifying consumers’ decision making will rise above the din, and their customers will stick by them as a result. They should provide trustworthy sources of product information and recommendations. They offer three tactics marketers can use to simplify consumers’ decision making and help them navigate the purchase journey.Ĭompanies should minimize the number of information sources consumers must touch as they move confidently toward a purchase. ![]() After surveying thousands of consumers and interviewing hundreds of marketers and other executives, the authors find that the single biggest driver of customer “stickiness” is the ease with which consumers can gather information about a product and confidently and efficiently sort through their available choices. What do consumers want from marketers? Simplicity. Rather than pulling customers into the fold, marketers are pushing them away with relentless and ill-conceived efforts to engage. But for many consumers, the rising volume of marketing messages isn’t empowering-it’s overwhelming. In response, they’ve ramped up their interactions with customers. ![]() Finish your sketch by coloring it in with markers or crayons.Marketers see today’s consumers as web-savvy, mobile-enabled data sifters who pounce on whichever brand or store offers the best deal. Darken and refine the details of your drawing and erase any unnecessary lines. Then, sketch an outfit, like a school uniform, on the girl’s body. Add a simple hairstyle using slanted and curved strokes. Add small curved strokes for the eyebrows, sketch an angle for the nose, and add a small curved line for the lips. Sketch in her eyes so the horizontal line goes right through the middle of them. These crossed lines will help you determine where to accurately position the rest of her body parts. Add 2 more bisecting lines on her upper body. Once the basic foundation is in place, add a vertical and horizontal line on her face that intersect in the middle of the circle. Sketch light outlines of triangles as guides for her hands. Then, draw a short vertical rectangle for her upper body and attach more lines for the limbs. Use a short vertical line for the neck and connect a curved line from the neck down to where the pelvis would be located. To draw an anime school girl, first sketch a circle for the head and add an angled shape to the lower part of the circle to represent her chin and jaw. ![]()
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