Consumer reviews impact each step as rural lifestylers navigate through the purchase decision-making process. After a purchase, rural lifestylers remain aggressively engaged, publicly promoting or assailing the products they have bought. It is important to intercept post-purchase behavior and encourage online sharing to reinforce and enhance relationships and cultivate influencers into brand advocates.
Rural lifestylers are becoming more familiar with bar code readers that pull up detailed information at the point of sale. Point-of-purchase interactions have become a more powerful touch point. Rural lifestylers are armed with mobile devices to scan QR codes and bar codes, as well as poll Facebook friends.
Many rural lifestylers hold off their final purchase decisions until they are in the store or on an e-commerce site. When another brand enters as an option, the time needed for the consideration and evaluation steps of the purchase process is greatly condensed due to the ability to research on mobile devices in store.
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MarketingProfs released findings in March 2011 that provide insight on trusting online sources when making purchase decisions. Fifty-nine percent of consumers say online consumer reviews and ratings influence their buying decisions more than any type of online advertising. Fifty-four percent have decided to make a purchase based on an online review, while 58 percent of consumers did not buy a product based on an online review.