The Texas A&M Center for Retail Studies, Retail TouchPoints and CashStar have released results from their recent study showing about half of shoppers (53%) can be called Brand Mavens – and these shoppers share five key traits. They are pervasive and influence other shoppers across the spectrum of restaurants, department stores and fashion brand; these shoppers are also omnivorous and shop across channels and devices. They are informed about products and share their findings via social media.
“It’s clear from our research that Brand Mavens are an important segment with significant purchasing power and tremendous peer influence,” explained Retail TouchPoints Editor-in-Chief Debbie Hauss. “Understanding how to identify and engage these ultimate brand advocates will be core to the success of every consumer-facing brand.”