In this month’s audit, our team decided to focus on specialty needs purchases with high dollar values. The reasoning: for almost all retail shoppers, these types of purchases have long research cycles and involve educated opinions and experiences. They also foster brand loyalty due to the dollar value and what it represents as an investment. The lengthy nature of the cycle for a large purchase directly relates to having (or not having) long-term satisfaction with the products’ accompanying brand perception. For this purchase, we chose a very expensive item: a highly specialized camera used by professional photographers.
Retail FAIL of the Month: Photography Specialty Store