It seems that the problem of the spread of COVID-19 It’s not over yet. Over 27.4% of European consumers say they have no brand loyalty at all. compared to the previous generation That’s according to research from digital consulting firm Kin + Carta that found the impact of the epidemic on modern customer loyalty.
A study titled “The Loyalty Paradox” shows that brand loyalty is a thing of the past, with only 6% of consumers remaining loyal to a brand in e-commerce. That is considered an online business with very low credibility. compared to the financial group where consumers are loyal to the brand 9%, while retail and food and beverage businesses Up to 21.5% brand loyalty
In addition to the e-commerce business Financial loyalty increases with age and 20% of consumers earning £75,000 or more claim they are loyal to the financial business brand.
More than 43 percent of digital customers admitted to participating in activities that suggest discounts or incentives to sign up for brand communications, with 25% of digital people wanting. “A special item or a better opportunity to make your first purchase.” which Gen Z people think that getting “personal specialty” It’s attractive, with nearly 30% of digital residents seeing their first chance of making a purchase as important.
Also interesting is that 34% of Millennials and 32% of Gen Z added that The main problem that makes them not want to buy the same brand again. Because they can’t contact customer service when they have a problem and need help.
Therefore, brands need to thoroughly examine each customer’s digital experience and how they interact with your business. as well as understand the purchasing behavior and encourage repeat purchases Brands need to monitor and understand the journey of their existing customers and increase their chances of bringing in new customers. Login with
Brands must not confuse “loyalty” with “return satisfaction,” but rather strike a balance between customer engagement every time. and utilizing data about the customer experience into a strategy that is appropriate for the long term.
Source: Marketing Tech
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