Brands: Loyalty is dead. Long live loyalty?

To coincide with the Black Friday consumer holiday, Publicis Sapient has posed the question of brand loyalty. In several countries, the institute surveyed how brand loyal consumers are and what the drivers of this brand loyalty are. Although the "death of loyalty" is regularly observed, it appears that very few consumers are still truly loyal to brands. 

Which customers are the most loyal?

The study revealed a slight tendency for customers from the USA to be slightly more loyal to brands. 38% said they were moderately loyal, while almost a quarter (23%) said they were very or even extremely loyal. The British are the least loyal, with 60% stating that they are not at all or only very slightly loyal to brands.

Worldwide, only 14% state that they are extremely or very loyal to brands. Half (52%) are not at all or only very slightly loyal to brands. Overall, 30% of consumers recommend their favourite brand to friends.

Reasons for lack of brand loyalty 

The reason for the rather low loyalty to brands was found to be that many of those surveyed feel increasing financial pressure and therefore spend less money. One of the consequences of this is that cheaper brands are being considered and fewer gifts are being bought. As a result, comparisons are also becoming increasingly important. 45 per cent say they research online before they buy something and 41 per cent use product reviews in the decision-making process.

Source: www.marktforschung.de