Rare: loyalty 2020
If the marketing industry can’t agree on a common definition of loyalty, how will consumers understand what it means for them? We interviewed a panel of UK marketers and polled 1,000 UK consumers to examine attitudes towards loyalty as we head towards a new decade - one that will be critical for retailers and brands.
Consumers told us loyalty means different things to different age groups, but that trust and choice is driven by three crucial factors:
The report also benchmarks brands in the hospitality, retail, fitness entertainment streaming sectors based on their ability to create loyalty. Key findings include:
Netflix, Hulu, Spotify and other streaming providers are more successful at engendering loyalty than more traditional bricks and mortar product and service providers. Data plays a crucial role in creating services that help make brands “sticky” with their customers.
Netflix is the only brand in an examination of 50 across all five sectors that was shown to deliver on its customer promise. Almost half of the consumer respondents subscribe to it, while 83% value the brand’s location and quality as its most pleasing attributes among six that were tested.
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