There are many different ways to attract customers to a store.
This time, let's take a closer look at customer acquisition through word-of-mouth.
1. Which Sources of Information Are More Trusted?
Customers obtain the information they need from a variety of sources. But which sources do they trust, and which sources actually influence their behavior?
As a psychological phenomenon, information communicated by a third party is generally considered more credible
than information communicated directly by the person or organization involved. This is known as the Windsor Effect.
Several research findings support this idea.
- Friends, acquaintances, and family members are trusted sources of information.
※ASMARQ, 2023 Survey on Information Sources - 88% of respondents most trust recommendations from people they know.
※Nielsen, 2021 Trust in Advertising Study
These findings suggest that word-of-mouth recommendations from people we know—such as friends, acquaintances, and family members—
are highly trusted and are also likely to influence actual purchasing behavior.
However, products, services, or stores that have nothing particularly distinctive about them are unlikely to generate much word-of-mouth, aren't they?
So, let's take a look at what characteristics tend to make a product, service, or store something that people want to talk about.
2. What Makes Something Worth Talking About?
To generate word-of-mouth, you need to offer something that customers genuinely want to tell other people about.
In general, the characteristics can be summarized into the following six elements.
1) Uniqueness and Exclusivity
Items not found elsewhere, limited‑time offers or limited-quantity items
2) Fun and Enjoyment
Something that creates excitement and makes people feel happy or enthusiastic.
3) Surprise, Inspiration, and Emotional Connection
Something unexpected, something that exceeds expectations, or something that touches people's hearts.
4) Novelty and a Sense of the Extraordinary
Something people have never experienced before or something they would not normally experience in their everyday lives.
5) Useful Information
Information that customers find useful, such as store openings, promotions, special offers, or good deals.
6) What Makes Your Store Unique
Your store's strengths, atmosphere, culture, and overall character.
You do not necessarily need to have all of these elements.
However, the more of these elements you incorporate, the more likely customers are to talk about your store, products, or services with others.
How would you like your store to be talked about?
And is it something your customers would genuinely want to tell other people about?
