“A lot of retailers are now talking about their most important customers,” explained Diane Rinaldo, Yahoo’s Senior Director, Retail Category. Her comments were offered last night during the opening reception at shop.org’s First Look show at the Gaylord Palms Resort in Kissimmee, Florida. In December, Yahoo released the results of a study called “Engaging Advocates Through Search and Social Media,” which focused on a group of important customers identified as Brand Advocates — shoppers who think a brand is important and want to talk about it.
“We were so excited about what we were learning about Advocates that we wanted to do a deeper dive for retailers,” said Ms. Rinaldo. “We worked with BIG Research, who also works with Walmart and P&G, and who does monthly CIA studies (Consumer Intentions and Actions).”
Yahoo plans to release the results of the new study next week at the RAC show in Chicago (Retail Advertising Conference). According to Ms. Rinaldo, the earlier study identified Brand Advocates, and the new study has identified seven traits of the breed, revolving around how they use search in the purchasing process.
“They are leaders,” she said. “They are socially connected. People listen to their opinions.”
Attendees at the RAC Convention will find out the rest of their traits next week in Chicago. In the meanwhile, Ms. Rinaldo is still pondering what to name the new study. “Engaging Advocates Through Search and Social Media II” is currently under consideration.
Other suggestions are welcome.
–Posted by Adrian Courtenay
