{"id":9444,"date":"2021-11-26T08:00:00","date_gmt":"2021-11-26T16:00:00","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=9444"},"modified":"2024-07-11T10:35:36","modified_gmt":"2024-07-11T18:35:36","slug":"brand-loyalty-is-put-to-the-test","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/brand-loyalty-is-put-to-the-test\/","title":{"rendered":"Brand Loyalty is Put to the Test"},"content":{"rendered":"\n<p class=\"has-drop-cap wp-block-paragraph\">Like Janet Jackson, more consumers are asking brands, \u201cWhat have you done for me lately?\u201d In the past three months, more than 80% of consumers purchased a different brand from the one they normally buy and 44% said they would repurchase the new brand even if the original preferred brand was available again. <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_1');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_1');\" ><sup id=\"footnote_plugin_tooltip_9444_1_1\" class=\"footnote_plugin_tooltip_text\">1<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_1\" class=\"footnote_tooltip\"> Devenyns, Jessi. Brand loyalty is eroding under supply chain and price pressures, survey finds. Food Dive. September 14, 2021. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_1').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_1', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><em>\u201cThis is a huge opportunity for emerging brands.\u201d<\/em><\/p><cite>Jared Kligerman,&nbsp;President, The Think Tank<\/cite><\/blockquote><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Although brand loyalty has been in decline in recent years, it has eroded even more since the start of the pandemic. Last year, 36<strong>%<\/strong> of U.S. consumers changed brands, which is double the rate in 2019.<strong> <\/strong><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_2');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_2');\" ><sup id=\"footnote_plugin_tooltip_9444_1_2\" class=\"footnote_plugin_tooltip_text\">2<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_2\" class=\"footnote_tooltip\"> Charm, Tamara Charm, Becca Coggins, Kelsey Robinson and Jamie Wilkie. The great consumer shift: Ten charts that show how US shopping behavior is changing. McKinsey &amp; Company. August 4, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_2').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_2', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Among them,<strong> <\/strong>73% intend to continue to incorporate the new brands into their routine, with Gen Z and high earners being most likely to switch brands. <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_3');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_3');\" ><sup id=\"footnote_plugin_tooltip_9444_1_3\" class=\"footnote_plugin_tooltip_text\">3<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_3\" class=\"footnote_tooltip\"> Charm, Tamara Charm, Becca Coggins, Kelsey Robinson and Jamie Wilkie. The great consumer shift: Ten charts that show how US shopping behavior is changing. McKinsey &amp; Company. August 4, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_3').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_3', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Two-thirds<strong> <\/strong>of consumers have switched brands &#8220;often&#8221; or &#8220;very often&#8221; in the past three months. <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_4');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_4');\" ><sup id=\"footnote_plugin_tooltip_9444_1_4\" class=\"footnote_plugin_tooltip_text\">4<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_4\" class=\"footnote_tooltip\"> Devenyns, Jessi. Brand loyalty is eroding under supply chain and price pressures, survey finds. Food Dive. September 14, 2021. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_4').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_4', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><br><br>While shifting consumer loyalty could represent a market threat to incumbent category leaders, \u201cThis is a huge opportunity for emerging brands,\u201d said Jared Kligerman,&nbsp;President, The Think Tank. Agility, <a href=\"https:\/\/www.rangeme.com\/blog\/supplier-diversity-fuels-prosperity\/\">supplier diversity<\/a>, and relevant products can distinguish up-and-coming CPG players.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It pays to earn consumers\u2019 devotion. According to Bain &amp; Company, a 5% increase in customer retention correlates with an increase in profit of at least 25%. <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_5');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_5');\" ><sup id=\"footnote_plugin_tooltip_9444_1_5\" class=\"footnote_plugin_tooltip_text\">5<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_5\" class=\"footnote_tooltip\"> Amaresan, Swetha. 42 Interesting Stats about Customer Loyalty You May Not Know. HubSpot. November 16, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_5').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_5', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Accenture found 57% of consumers spend more on brands to which they are loyal. <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_6');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_6');\" ><sup id=\"footnote_plugin_tooltip_9444_1_6\" class=\"footnote_plugin_tooltip_text\">6<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_6\" class=\"footnote_tooltip\"> Morgan, Blake. 50 Stats That Show The Importance Of Good Loyalty Programs, Even During A Crisis. Forbes. May 7, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_6').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_6', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Repeat purchases among loyal customers help brands maximize sales and lifetime value per customer. Loyal consumers also make the best sales force, as they are more likely to share positive word-of-mouth and reviews, which boosts brand reach and trust, and lowers customer acquisition fees.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s see why loyalty is in flux and how consumer packaged goods (CPG) brands can keep shoppers coming back.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why consumers are no longer loyal to brands<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Several factors often contribute to shoppers\u2019 decision to walk away from certain CPG brands.<strong><br><br>Economic pressures<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Since the 2008 recession, consumers started to look for brands and products that offer better value for money. Many consumers retained this habit even when the economy recovered. Now the pandemic and rising inflation are giving consumers new reasons to stretch every dollar, as <a href=\"https:\/\/www.rangeme.com\/blog\/value-shopping-still-soars-in-strong-economy\/\">value shopping<\/a> continues to rise. In the past three months, lower-priced substitutes led 65% of shoppers to switch brands. <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_7');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_7');\" ><sup id=\"footnote_plugin_tooltip_9444_1_7\" class=\"footnote_plugin_tooltip_text\">7<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_7\" class=\"footnote_tooltip\"> Devenyns, Jessi. Brand loyalty is eroding under supply chain and price pressures, survey finds. Food Dive. September 14, 2021. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_7').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_7', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><br><br><strong>Private label power<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While COVID-19 swept the globe in early 2020, 25% of consumers switched to private labels. Store brands\u2019 growth have outpaced the retail market as their quality continues to rise while often offering good value for money. Most (80%) shoppers who started using a private brand during the pandemic plan to keep using it when the pandemic subsides. <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_8');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_8');\" ><sup id=\"footnote_plugin_tooltip_9444_1_8\" class=\"footnote_plugin_tooltip_text\">8<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_8\" class=\"footnote_tooltip\"> Charm, Tamara Charm, Becca Coggins, Kelsey Robinson and Jamie Wilkie. The great consumer shift: Ten charts that show how US shopping behavior is changing. McKinsey &amp; Company. August 4, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_8').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_8', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><strong><br><br>Abundant choice<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now that more brands of all sizes now sell online, unique and innovative products may inspire consumers to experiment with new goods. In tandem,<strong> <\/strong>influential social media<strong> <\/strong>platforms like TikTok and Instagram spark awareness of new brands. Since there are a lot of CPG fish in the retail sea, half of loyal customers have left a brand for a competitor that was better at satisfying their needs. <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_9');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_9');\" ><sup id=\"footnote_plugin_tooltip_9444_1_9\" class=\"footnote_plugin_tooltip_text\">9<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_9\" class=\"footnote_tooltip\"> Amaresan, Swetha. 42 Interesting Stats about Customer Loyalty You May Not Know. HubSpot. November 16, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_9').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_9', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><br><br><strong>Negative experiences<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Frustrated shoppers will look elsewhere. One-third of Americans say they would consider switching companies immediately after a single instance of poor service, and 60% would leave after two to three negative experiences. <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_10');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_10');\" ><sup id=\"footnote_plugin_tooltip_9444_1_10\" class=\"footnote_plugin_tooltip_text\">10<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_10\" class=\"footnote_tooltip\"> Amaresan, Swetha. 42 Interesting Stats about Customer Loyalty You May Not Know. HubSpot. November 16, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_10').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_10', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> In the past three months, out-of-stocks motivated 51% of respondents to switch from their original brand. <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_11');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_11');\" ><sup id=\"footnote_plugin_tooltip_9444_1_11\" class=\"footnote_plugin_tooltip_text\">11<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_11\" class=\"footnote_tooltip\"> Devenyns, Jessi. Brand loyalty is eroding under supply chain and price pressures, survey finds. Food Dive. September 14, 2021. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_11').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_11', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How brands can rebuild loyalty<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Several qualities can make CPG brands so alluring that smitten, committed consumers gladly resist the temptation of other CPG brands\u2019 offerings.<br><br><strong>Availability<\/strong> <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A McKinsey survey revealed the top two reasons consumers tried a new brand were that the products were in stock (48%), and conveniently available where they were shopping (34%). Closely monitoring inventory fluctuations helps brands avoid bottlenecks, keep products on shelves, and drive sales and loyalty. <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_12');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_12');\" ><sup id=\"footnote_plugin_tooltip_9444_1_12\" class=\"footnote_plugin_tooltip_text\">12<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_12\" class=\"footnote_tooltip\"> Charm, Tamara Charm, Becca Coggins, Kelsey Robinson and Jamie Wilkie. The great consumer shift: Ten charts that show how US shopping behavior is changing. McKinsey &amp; Company. August 4, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_12').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_12', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><br><br><strong>Value<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A McKinsey survey cited better prices or promotions (30%), better value (25%) and better shipping or delivery costs (15%) as factors driving consumers to try new brands. <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_13');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_13');\" ><sup id=\"footnote_plugin_tooltip_9444_1_13\" class=\"footnote_plugin_tooltip_text\">13<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_13\" class=\"footnote_tooltip\"> Charm, Tamara Charm, Becca Coggins, Kelsey Robinson and Jamie Wilkie. The great consumer shift: Ten charts that show how US shopping behavior is changing. McKinsey &amp; Company. August 4, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_13').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_13', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Sending coupons to consumers on a regular basis is one way brands can encourage repeat purchases.<br><br><strong>Stellar service<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most (93%) customers are likely to make repeat purchases with companies that offer excellent customer service and 69% would spend more on a brand offering better customer service. <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_14');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_14');\" ><sup id=\"footnote_plugin_tooltip_9444_1_14\" class=\"footnote_plugin_tooltip_text\">14<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_14\" class=\"footnote_tooltip\"> Redbord, Michael. The Hard Truth About Acquisition Costs (and How Your Customers Can Save You). HubSpot. May 9, 2018 <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_14').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_14', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><sup>,<\/sup> <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_15');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_15');\" ><sup id=\"footnote_plugin_tooltip_9444_1_15\" class=\"footnote_plugin_tooltip_text\">15<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_15\" class=\"footnote_tooltip\"> Amaresan, Swetha. 42 Interesting Stats about Customer Loyalty You May Not Know. HubSpot. November 16, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_15').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_15', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> It\u2019s a global trend, as 59% of consumers worldwide now have higher customer service expectations, including 82% of Brazilians and 50% of Germans. <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_16');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_16');\" ><sup id=\"footnote_plugin_tooltip_9444_1_16\" class=\"footnote_plugin_tooltip_text\">16<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_16\" class=\"footnote_tooltip\"> What do Customers Want? &#8211; 37 Customer Service Statistics. SmallBizGenius. August 10, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_16').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_16', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Treating customers like a VIP and pampering them helps brands surpass consumers\u2019 expectations and retain their business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Rewards<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today 7 in 10 U.S. consumers belong to a customer loyalty program while half of consumers say they joined mostly to earn rewards on everyday purchases.<meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_17');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_17');\" ><sup id=\"footnote_plugin_tooltip_9444_1_17\" class=\"footnote_plugin_tooltip_text\">17<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_17\" class=\"footnote_tooltip\"> What Benefits Do Premium Loyalty Program Members Value? Marketing Charts. August 5, 2021. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_17').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_17', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> <sup>,<\/sup> <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_18');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_18');\" ><sup id=\"footnote_plugin_tooltip_9444_1_18\" class=\"footnote_plugin_tooltip_text\">18<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_18\" class=\"footnote_tooltip\"> Charm, Tamara Charm, Becca Coggins, Kelsey Robinson and Jamie Wilkie. The great consumer shift: Ten charts that show how US shopping behavior is changing. McKinsey &amp; Company. August 4, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_18').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_18', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Three in five consumers say unexpected rewards are the biggest reason they&#8217;ll stay loyal to a brand, while 48% of people expect special treatment for being a good customer.&nbsp;<meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_19');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_19');\" ><sup id=\"footnote_plugin_tooltip_9444_1_19\" class=\"footnote_plugin_tooltip_text\">19<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_19\" class=\"footnote_tooltip\"> What do Customers Want? &#8211; 37 Customer Service Statistics. SmallBizGenius. August 10, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_19').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_19', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Personalized service<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One survey found 44% of consumers say they are likely to become repeat buyers after a personalized shopping experience. Half (49%) of shoppers bought a product after a personalized recommendation although they didn\u2019t plan to and 40% said they purchased something more expensive than they originally intended due to the personalized experience.\u00a0<meta charset=\"utf-8\"><\/meta><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_20');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_20');\" ><sup id=\"footnote_plugin_tooltip_9444_1_20\" class=\"footnote_plugin_tooltip_text\">20<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_20\" class=\"footnote_tooltip\"> What do Customers Want? &#8211; 37 Customer Service Statistics. SmallBizGenius. August 10, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_20').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_20', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Emotion<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s lucrative to give consumers all the feels. In comparison to regular satisfied customers, emotionally connected customers have a 306% higher lifetime value. They will spend $699 annually with the brand (vs $275) and 71% of them will recommend the brand (vs 45%). <meta charset=\"utf-8\"><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_21');\" onkeypress=\"footnote_moveToReference_9444_1('footnote_plugin_reference_9444_1_21');\" ><sup id=\"footnote_plugin_tooltip_9444_1_21\" class=\"footnote_plugin_tooltip_text\">21<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_9444_1_21\" class=\"footnote_tooltip\"> Amaresan, Swetha. 42 Interesting Stats about Customer Loyalty You May Not Know. HubSpot. November 16, 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_9444_1_21').tooltip({ tip: '#footnote_plugin_tooltip_text_9444_1_21', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><strong><br><br>Listening<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Monitoring direct consumer feedback, as well as product reviews and brand mentions on social media helps brands connect with consumers and learn from them. This feedback can help brands adapt, build meaningful relationships with consumers, and grow as a company.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Overall, boosting loyalty involves building relationships that last by getting closer to consumers, fulfilling their needs, and even becoming a part of their regular habits. Ultimately, these loyalty-building actions come down to being reliable and trustworthy, as consumers will return to brands that show they care more about serving rather than simply selling.<\/p>\n<div class=\"speaker-mute footnotes_reference_container\"> <div class=\"footnote_container_prepare\"><p><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_label pointer\" onclick=\"footnote_expand_collapse_reference_container_9444_1();\">&#x202F;<\/span><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_collapse_button\" style=\"\" onclick=\"footnote_expand_collapse_reference_container_9444_1();\">[<a id=\"footnote_reference_container_collapse_button_9444_1\">+<\/a>]<\/span><\/p><\/div> <div id=\"footnote_references_container_9444_1\" style=\"display: none;\"><table class=\"footnotes_table footnote-reference-container\"><caption class=\"accessibility\">References<\/caption> <tbody> \r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_9444_1_1\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_1');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>1,<\/a> <a id=\"footnote_plugin_reference_9444_1_4\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_4');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>4,<\/a> <a id=\"footnote_plugin_reference_9444_1_7\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_7');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>7,<\/a> <a id=\"footnote_plugin_reference_9444_1_11\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_11');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>11<\/a><\/th> <td class=\"footnote_plugin_text\"> Devenyns, Jessi. Brand loyalty is eroding under supply chain and price pressures, survey finds. Food Dive. September 14, 2021. <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_9444_1_2\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_2');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>2,<\/a> <a id=\"footnote_plugin_reference_9444_1_3\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_3');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>3,<\/a> <a id=\"footnote_plugin_reference_9444_1_8\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_8');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>8,<\/a> <a id=\"footnote_plugin_reference_9444_1_12\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_12');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>12,<\/a> <a id=\"footnote_plugin_reference_9444_1_13\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_13');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>13,<\/a> <a id=\"footnote_plugin_reference_9444_1_18\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_18');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>18<\/a><\/th> <td class=\"footnote_plugin_text\"> Charm, Tamara Charm, Becca Coggins, Kelsey Robinson and Jamie Wilkie. The great consumer shift: Ten charts that show how US shopping behavior is changing. McKinsey &amp; Company. August 4, 2020. <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_9444_1_5\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_5');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>5,<\/a> <a id=\"footnote_plugin_reference_9444_1_9\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_9');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>9,<\/a> <a id=\"footnote_plugin_reference_9444_1_10\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_10');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>10,<\/a> <a id=\"footnote_plugin_reference_9444_1_15\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_15');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>15,<\/a> <a id=\"footnote_plugin_reference_9444_1_21\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_21');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>21<\/a><\/th> <td class=\"footnote_plugin_text\"> Amaresan, Swetha. 42 Interesting Stats about Customer Loyalty You May Not Know. HubSpot. November 16, 2020. <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_6');\"><a id=\"footnote_plugin_reference_9444_1_6\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>6<\/a><\/th> <td class=\"footnote_plugin_text\"> Morgan, Blake. 50 Stats That Show The Importance Of Good Loyalty Programs, Even During A Crisis. Forbes. May 7, 2020. <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_14');\"><a id=\"footnote_plugin_reference_9444_1_14\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>14<\/a><\/th> <td class=\"footnote_plugin_text\"> Redbord, Michael. The Hard Truth About Acquisition Costs (and How Your Customers Can Save You). HubSpot. May 9, 2018 <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_9444_1_16\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_16');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>16,<\/a> <a id=\"footnote_plugin_reference_9444_1_19\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_19');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>19,<\/a> <a id=\"footnote_plugin_reference_9444_1_20\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_20');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>20<\/a><\/th> <td class=\"footnote_plugin_text\"> What do Customers Want? &#8211; 37 Customer Service Statistics. SmallBizGenius. August 10, 2020. <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_9444_1('footnote_plugin_tooltip_9444_1_17');\"><a id=\"footnote_plugin_reference_9444_1_17\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>17<\/a><\/th> <td class=\"footnote_plugin_text\"> What Benefits Do Premium Loyalty Program Members Value? Marketing Charts. 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