Sizing Up the Wireless Customer
These days wireless phones are omnipresent devices in our society, permeating our personal and professional lives to the point of near dependence. Equally ubiquitous are retail purchase locations for wireless phones—from minute mall kiosks to fabulous free-standing showrooms. But while you can get a wireless phone almost anywhere, CEA consumer research has found only 39 percent of in-person wireless purchasers were “very satisfied“ with their buying experience.
To help wireless retailers unearth strategies to improve this statistic, CEA market research conducted in-depth interviews with recent retail wireless purchasers and commissioned online journals of consumers shopping for wireless handsets at retail. Paging through the catalog of feedback gathered in this body of research, many consumer voices began to resonate, growing into a harmonious chorus proclaiming what to them equates to the dream wireless purchasing experience.
For wireless retailers, understanding this dream experience is essential; especially when one considers wireless handsets account for 12 percent of the $139 billion in total shipment revenue estimated for the CE industry in 2006. The good news is the dream wireless purchasing experience is really quite simple in terms of its elements. But like so many things, it really boils down to the execution.