Nielsen survey: Price most persuasive when incentivizing brand switch; improved features least influential
CHICAGO — Across five different product or service attributes analyzed (i.e., price, service agreement, selection, feature or quality) in a Nielsen Global Survey of Loyalty Sentiment, "offering the best price" held the most persuasive power to motivate consumers to swap devotion to a brand, service provider or retailer, Nielsen reported on Monday.
“While a good price may initially offer consumers enough motivation to change allegiance to a new product, it won’t keep consumers for long if the product doesn’t deliver on its promise,” said Julie Currie, SVP Global Loyalty, Nielsen. “Getting the price/value equation right, having products in stock and offering a satisfying shopping experience are vital ways to build long-lasting customer loyalty.”
Of the respondents who said they were not completely loyal, 41% said that getting a better price would encourage them to switch brands, service providers or retailers. While price was the major switch incentive for more than half of North Americans (61%) and Europeans (54%), price and quality held equal sway in Asia-Pacific and Middle East/Africa, with roughly one-third of respondents each in both countries. As many as 28% of Latin Americans, 22% of Europeans and 20% of North Americans also cited quality as a reason to change their allegiances.
Beyond price and quality, 19% of respondents from Asia-Pacific and 18% from Latin America looked for a better service agreement, exceeding the global average (15%). Range or assortment was also most influential in Asia-Pacific (13%), compared to respondents in Europe (8%), North America (7%), Latin America (7%) and Middle East/Africa (5%). Globally, respondents found improved features (8%) the least influential in driving them to betray a brand, service provider or retailer.
The Nielsen Global Survey of Loyalty Sentiment was conducted between Feb. 18 and March 8, 2013 and polled more than 29,000 online consumers in 58 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America.
Red Carpet Manicure opens ‘Holiday Pop-Up Shop’ at Henri Bendel in NYC
HAUPPAUGE, N.Y. — Red Carpet Manicure, which makes an at-home LED gel manicure system, has set up a Holiday Pop-Up Shop at Henri Bendel’s flagship store on Fifth Avenue in New York City.
Located on the third floor of Henri Bendel, the Pop-Up Shop is a first for the brand. Red Carpet Manicure will showcase its entire product line to Henri Bendel shoppers during the holiday season for five weeks — Nov. 20 through Dec. 28.
During high-traffic times, Red Carpet Manicure nail technicians will offer consumers custom nail art demonstrations, including the “Henri Bendel” exclusive design, and will be on hand to educate customers on the process of gel manicures.
“We are thrilled to partner with Henri Bendel, the world-renowned, trend-setting emporium of the finest selection of fashion, accessory and beauty brands for our first pop-up experience,” said Barry Shields, managing partner of Red Carpet Manicure. “The Henri Bendel consumer can now add the hottest collection of light-activated LED Gel Nail Polishes to her holiday shopping list. We are confident the women of New York will fall in love with the easy-to-use Red Carpet Manicure system and the brilliant end results of a Red Carpet manicure, nailing it as the best fashion accessory this holiday season.”
Red Carpet Manicure products available at the Pop-Up Shop will include the Red Carpet Manicure Pro Kit, nail treatments including cuticle oils and cuticle elixirs, nail art kits and more than 70 colors. Its new “Celebrity Manicurist Ultimate Gel Polish Pro Train Case Kit” will be a holiday blockbuster gift, featuring the Pro 45 LED Light, nail essentials, appliqués, nail tools and files, an instructional DVD and more — a $150 value for $99.99.
Gillette to auction ‘beard ball trophies’ to raise funds for Movember
BOSTON — Baseball champions David Ortiz and Shane Victorino had their beards trimmed and shaved by Gillette on Nov. 4 to mark the end of the 2013 season. So what happened to those champion chops? Are they making their way down the drains of Gillette’s World Shave headquarters? Have they been flushed out into the Atlantic? No.
Every strand of the beards was saved. The shavings and the Gillette Fusion ProGlide razors that shaved each champion beard have been assembled into memorabilia in sports history – beard ball trophies – and they are up for auction on eBay, with 100% of the proceeds going directly to Movember.
Movember is a global men’s health charity that encourages men to grow their Mo (moustache) for the 30 days of November. Through the power of the moustache, funds and awareness are raised for men’s health to help combat prostate and testicular cancer.
The money raised by their champion chin hairs will add to the funds generated by Team Gillette, a lineup of celebrity Movember supporters, including Mo Sista Kate Upton as Captain. And on Dec. 1, Mo Bros across the country will share in the smoothness felt by Ortiz and Victorino as they shave off their Mo’s.
“We’ve never done anything like this,” stated Hooman Shahidi, senior brand manager for Gillette. “But their facial hair has been the symbol of the team since spring training and became part of baseball lore. We hope the shavings help raise awareness for important men’s health issues and find good homes with passionate fans.”