Think back to the last time you needed to buy something kind of expensive. The amount of money doesn’t matter; it can be any purchase that made you pause before swiping your credit card. It could have been a TV, a stroller, a tent, or even a new pair of running shoes.
Do you remember the steps you took before making the purchase? Did you visit a store? Read online reviews? Create a spreadsheet to compare models, prices, and pros and cons with a section for notes? (Maybe that’s just me.)
What helped you feel comfortable with the cost?
If you’re like 92% of consumers, you took a recommendation from a friend or family member — someone you trust — in making that purchase.
There are people you trust for recommendations, and they don’t have to be friends or family. It could be a colleague who geeks out about new technology, or your sister’s track coach. It could also be a Best Buy employee in the blue shirt, or someone from your local running store (shout out to Salt Lake Running Company).
We recently surveyed over 1,000 of these trusted retail sales associates and pros — we call them experts — to determine what kind of recommendations they give, when they happen, and where they take place.
These two groups within the expert community answered the survey questions fairly in sync. Both groups need education and product experience in order to feel comfortable recommending a product. Both groups make recommendations based on their knowledge level. And both groups believe in recommending specific products, rather than specific brands. These characteristics are why consumers trust them: their recommendations aren’t based on being paid by a brand, but on providing the best product recommendation for the consumer’s needs.
Our favorite answer of all is why category pros and retail sales associates enjoy making recommendations. In both groups, more than 80% of respondents stated it was either learning the recipient used and loved the product, or sharing their passion and expertise with others.
Brands typically view retail associates and category pros as separate entities — for good reasons — which often translates to treating them differently. Many brands who educate retail sales associates neglect their pro audience, however as survey data shows, these two groups work together in providing recommendations to consumers. When specifically asked about where they send consumers to make a purchase, retail associates recommend purchasing in a store, while category pros recommend purchasing online. By targeting both groups, brands can ensure knowledgeable recommendations will affect both in-store and online conversion.
Want to learn more about how to grow your brand’s influence with consumers through expert recommendations? Click here to dig into the full report.
