What’s one way the increase in mobile apps, screens, and other surfaces has changed how consumers shop?
Correct Answer
Consumers are buying from whichever platform or brand gives the best experience.
Key takeaways
Shoppers go to whichever platform or brand offers the best experience.
Low switching cost means loyalty is re-earned on every occasion.
Experience quality is now a competitive lever, not a nicety.
Why is this the correct answer?
More surfaces means more choice at every moment, and choice erodes habit. When switching to a competitor costs a few seconds rather than a trip across town, people buy from whichever brand or platform makes the experience easiest right now — so loyalty has to be re-earned on each occasion rather than assumed from past purchases. That is why experience quality has become a competitive lever rather than a nicety.
Why are the other options wrong?
Consumers are more likely to remain loyal to a previous or popular brand.
The effect runs the other way. Easy switching has made shoppers less loyal to a previous or popular brand, not more.
Consumers are buying less frequently from brands with high ratings.
High ratings still attract buyers. Nothing about more screens makes well-rated brands less attractive.
Consumers are buying less frequently outside of office hours.
Mobile has spread purchasing across the whole day and beyond office hours, rather than confining it.
Frequently asked questions about this topic
What does best experience mean in practice for a retailer?
Mostly the unglamorous things: a fast mobile site, accurate stock and pricing, clear delivery cost and timing, and a checkout that works first time. Those beat most personalisation features for impact.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
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