brand loyalty

Building brand loyalty in the next generation of commerce

Believe it or not, a 16-year-old and his or her 56-year-old father are part of the same generation.

This generation isn’t defined by age. Rather, its members share the same attitude towards how to apply digital technology to their most mundane, everyday tasks – from finding a parking spot or the latest news headlines, to their food orders and package deliveries.

What really stands out is their shared view on shopping and commerce. They prioritize convenience and value an experience that extends far beyond the traditional path to purchase.

How marketers can build loyalty during a long purchase cycle

A key element for loyalty programs, especially in industries like retail and restaurants, is product purchase frequency. Frequently purchased products enable members to earn more reward currency and keep the product and the program top of mind.

Does that mean that products without a high rate of purchase frequency can’t implement a successful loyalty program?

They actually can, it just requires a little creative thinking and a different approach.

Just 15% of consumers believe it pays to be loyal to brands

Only 15% of British consumers believe strongly that it pays to be loyal to their favourite brands, according to a new survey by Epsilon.

However if brands can offer what consumers want – which half of respondents identified as being value and quality in the products or services they are offered – they have a good chance of encouraging customers to remain loyal.

The research, which was conducted among 419 British respondents, also shows that the recession appears to have made UK shoppers more frugal.

More than half (57%) of respondents said that they will shop around to find the best deal and just (15%) are prepared to pay the premium for luxury products and new-to-market products.

Looking at what drives repeat purchases, just over a quarter (28%) of British customers see rewards programmes as an incentive to secure their loyalty.