Practical tips! If you do these 10 things, buyers will actively open their wallets...

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In recent years, "brand" has been mentioned more and more by cross-border e-commerce sellers. In daily communication with sellers, the editor also found that they are consciously building their own brands.

Although “brand” seems to be just two simple words, it is actually very difficult to implement.

Having followers, that is, loyal consumers, is the foundation of a brand. So what exactly drives consumers to be loyal to a brand? This is the main question discussed in today's article.

10 reasons why buyers buy a brand

To address this issue, Jungle Scout recently conducted a survey to explore the main reasons why consumers purchase specific brands of products and how the COVID-19 pandemic has affected their brand loyalty in specific product categories.

First, here are the main reasons consumers buy a brand’s products (in order of popularity):

1. Price

Without a doubt, price is at the top of the list. Online consumer preferences are varied, but one thing is clear: price is the most motivating factor in going with a specific brand. 45% of consumers choose a brand because it is priced lower than its competitors.

Not only that, Jungle Scout survey data shows that 70% of consumers are now buying cheaper products, which is very likely due to the economic pressure caused by the new crown epidemic and economic turmoil .

2. Quality​

Tied for first place with price is quality. The most popular reason for brand loyalty is product quality and performance that is superior to competitors (45%). Consumers are always looking for the sweet spot that matches price and quality, especially when budgets are tight. With customer reviews and price comparisons readily available, shoppers are becoming more discerning.

3. Customer Service

42% of consumers will choose a brand with good customer service. In a world of effortless online shopping, customers expect a seamless checkout experience, online chat or text messaging service (often at any time of day or night), and an easy return and exchange process. It’s important to empathize with and cater to your customers’ needs — especially now.

4. Convenient online purchase

With nearly three quarters of consumers (73%) believing that the majority of consumer shopping will be done online in the future , it’s no surprise that consumers want to be able to buy their favourite brands at the click of a button. 38% of consumers will choose a brand because they can easily buy their products online.

5. Health and safety standards

30% of consumers buy a brand because it meets their health and safety standards. Consumers want peace of mind when using a product. For example, they rely on specific, high-quality products that meet their preferences, whether it's child-resistant or made with organic ingredients.

6. Sustainability

Growing concern for the environment is another factor driving shoppers’ purchases. 24% of consumers choose a brand because of its commitment to sustainability. From the type of materials a product is made of, to its packaging, to the ability to recycle or reuse the product – shoppers want more agency over their ecological footprint.

7. Lifestyle

Consumers love to be associated with the brands they buy from ; 24% of consumers choose a brand because it fits their lifestyle. Companies like Red Bull, Lululemon, and Apple sell both the product and the feeling you get from them. Whether you’re an adventure junkie or a tech enthusiast, brands invest time and money in developing these personas and targeting consumers with relatable stories .

8. Ethical Standards

22% of consumers also support the ethical standards a brand stands for. Today, consumers have a greater understanding of brands’ partnerships, charitable relationships, and labor conditions. Consumers want to align themselves with brands that act with integrity.

9. Fewer recalls

Product categories such as food, cosmetics, toys and automobiles are prone to recalls. 22% of consumers would choose a brand that has fewer recalls than its competitors. Recalls are a hassle for consumers - they need to repair or stop using the product entirely while they wait for the manufacturer's course of action.

10. Packaging

17% of consumers buy a brand’s products because they like the brand’s packaging. The simple drawing of the visual design itself is enough to influence shoppers. The brand appropriately uses colors, labels, fonts and styles in the packaging as carriers of the brand aesthetic.

These three categories have the most brand preference

In addition, consumers have different levels of brand loyalty for different categories. The top three products with the highest brand preference are as follows:

1. Groceries​

90% of consumers always or sometimes buy a specific brand of groceries. Consumers have become accustomed to the price, quality and taste of certain products and don’t want to try others . Especially with the pandemic , there are many people at home and in the kitchen with concerns about restrictions in restaurants and exposure - people don’t want to make any sacrifices for a meal.

2. Cleaning supplies

Jungle Scout said that perhaps due to the COVID-19 pandemic , consumers have become more discerning about cleaning products, often shunning generic products or brands they don't know. 87% of consumers always or sometimes buy specific brands of cleaning supplies. Consumers want to put the health and safety of their families first and will work hard to buy brands they trust.

3. Beauty and personal care

During stressful times, shoppers don’t want to compromise their hygiene routines with inferior products , and they want to look and feel their best. 86% of consumers always or sometimes buy specific brands of beauty and personal care. Considerations for these products include comfort, quality, and the ingredients used.

How to have a "compelling" review? Buyers leave reviews for...

Sellers often worry about reviews, but find that there are too few good reviews. Sometimes buyers even write a "small essay" to specifically point out the shortcomings of the product. In order to get buyers to leave comments and good reviews, you need to pay attention to these details.

According to JunleScout data, 79% of consumers are influenced by the products with the best reviews when shopping on Amazon . This makes obtaining high review counts a key driver of long-term success for Amazon sellers, and Amazon sellers need to first understand why consumers leave reviews.

Pursuing high review counts poses a problem for sellers . Although a large number of reviews can lead to a surge in sales , reviews are usually difficult to accumulate , especially in the first few months after a product is launched . If there are too few reviews and no one pays attention , potential buyers may be cautious about products with few reviews .

Generally speaking, they either love or hate the product before they take the time to write a review, but there's more to it than just that.

After surveying more than 1,000 U.S. consumers , we discovered their motivations for leaving a review. Here are the top seven reasons, ranked by popularity.

1. The product is great : 56%

2. Reasons for product dissatisfaction (other than broken upon arrival): 41%

3. Want to help other buyers understand the size or other relevant features of the product : 38%

Four products arrived damaged : 29%

5. Got a reward for leaving a review : 29%

6. This product is more expensive than I thought : 22%

7. Have ideas on how to improve the product : 20%

56% of consumers say they would leave a review if the product they purchased was great , which is a big reason why.

The second-most popular motivation for product reviews is that 41% of consumers say they were dissatisfied with a product for reasons other than it being broken. The good news is that this criticism allows sellers to look at their product with new eyes, allowing them to identify flaws and make improvements.

38% of consumers leave reviews to inform other customers about a product’s size, fit, performance, or other helpful features. Such reviewers can be a blessing or a curse for online sellers, depending on one’s perspective .

If a product is damaged, 29% of consumers will speak up in their reviews. This Fantasy Lights listing generated 29 Amazon reviews that included the word “broken . ”

Nearly a third of consumers would leave a review if paid , but it’s difficult for Amazon sellers to get paid to review. However, Amazon itself can provide reviews through official programs such as the Vine program, editorial suggestions, and the early review program (which has been suspended) .

22% of consumers have let someone know that they felt a product was too expensive . Despite Amazon’s efforts to provide customers with engaging product descriptions, the inability to see, touch or try a product before buying it can lead to disappointment when a customer’s order finally arrives.

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