Brand Loyalty Is Declining: How to Keep Customers Engaged Regardless
Posted: Tue Jan 21, 2025 5:13 am
A study of 2,000 people from the US and UK by customer data specialist Edit and digital transformation consultancy Kin + Carta reveals that more than a quarter (27.4%) of consumers now show no brand loyalty at all.
Among those surveyed, only 6% of consumers said they were loyal to the e-commerce sector. Paradoxically, what we have seen in the last two years with the Covid-19 pandemic is a significant increase in online shopping.
The pandemic has changed consumer behavior and accelerated several changes in the retail sector. That’s why we need to pay more attention than ever to the experience we are providing to our customers. Otherwise, we will lose traction in the market.
Recurring purchase does not mean loyalty
In addition to increasing purchase frequency, a company that focuses on loyalty is able to ensure that its consumers trust, engage, defend and recommend products and services. This creates a strong bond bulgaria whatsapp data between the brand and the customer, which goes far beyond a purchase and sale relationship.
Apple is a great example of a brand that has built strong loyalty over the years. Research shows that Apple has the most loyal smartphone customers in the US, and that over 90% of consumers say they intend to buy another iPhone. That’s a high percentage. And that doesn’t mean that the competition is weak or that the products are inferior, but that Apple provides a complete customer experience and the brand positioning connects with its consumers.
In fact, the relationship is so strong that customers have stickers, t-shirts and even tattoos with the Apple logo! This also happens with Harley Davidson, for example — customers don't just buy a motorcycle, they buy an experience of the brand's culture and lifestyle.
There are other good examples of companies that do this well and, as a result, have high brand loyalty. You might think of Coca-Cola, Disney, Starbucks, or others.
But, after all, how do you create brands that delight, captivate and retain engaged customers?
Create real connections
How did Apple, Coca-Cola and Harley-Davidson create such strong loyalty and bonds? What do they have in common?
These brands sell much more than the product or service itself. They sell nostalgia (Coca-Cola), innovation (Apple) or lifestyle (Harley Davidson). The entire communication and positioning strategy is built around what the brand believes in, and this creates a deep connection with the consumer.
It may sound cliché to say this, but the question is: do you want to create a memorable brand? You really need to start with the “why.” Clearly understand your brand’s purpose and how it creates a real connection with the needs and desires of your audience. What is your company’s reason for being? How does it differentiate you in an increasingly saturated market?
It’s worth (re)watching the TED Talk “Start with Why, by Simon Sinek.
Focus on customer experience
Okay, we know that it is essential to have a well-defined purpose and clarity about how it relates to the public. It is from this that you can develop an organizational strategy.
Now, the important point revealed by the research is, that “brand affinity through emotional connection has weakened to be replaced by habitual bonds based on lived experiences and related to brands and retailers”.
Among those surveyed, only 6% of consumers said they were loyal to the e-commerce sector. Paradoxically, what we have seen in the last two years with the Covid-19 pandemic is a significant increase in online shopping.
The pandemic has changed consumer behavior and accelerated several changes in the retail sector. That’s why we need to pay more attention than ever to the experience we are providing to our customers. Otherwise, we will lose traction in the market.
Recurring purchase does not mean loyalty
In addition to increasing purchase frequency, a company that focuses on loyalty is able to ensure that its consumers trust, engage, defend and recommend products and services. This creates a strong bond bulgaria whatsapp data between the brand and the customer, which goes far beyond a purchase and sale relationship.
Apple is a great example of a brand that has built strong loyalty over the years. Research shows that Apple has the most loyal smartphone customers in the US, and that over 90% of consumers say they intend to buy another iPhone. That’s a high percentage. And that doesn’t mean that the competition is weak or that the products are inferior, but that Apple provides a complete customer experience and the brand positioning connects with its consumers.
In fact, the relationship is so strong that customers have stickers, t-shirts and even tattoos with the Apple logo! This also happens with Harley Davidson, for example — customers don't just buy a motorcycle, they buy an experience of the brand's culture and lifestyle.
There are other good examples of companies that do this well and, as a result, have high brand loyalty. You might think of Coca-Cola, Disney, Starbucks, or others.
But, after all, how do you create brands that delight, captivate and retain engaged customers?
Create real connections
How did Apple, Coca-Cola and Harley-Davidson create such strong loyalty and bonds? What do they have in common?
These brands sell much more than the product or service itself. They sell nostalgia (Coca-Cola), innovation (Apple) or lifestyle (Harley Davidson). The entire communication and positioning strategy is built around what the brand believes in, and this creates a deep connection with the consumer.
It may sound cliché to say this, but the question is: do you want to create a memorable brand? You really need to start with the “why.” Clearly understand your brand’s purpose and how it creates a real connection with the needs and desires of your audience. What is your company’s reason for being? How does it differentiate you in an increasingly saturated market?
It’s worth (re)watching the TED Talk “Start with Why, by Simon Sinek.
Focus on customer experience
Okay, we know that it is essential to have a well-defined purpose and clarity about how it relates to the public. It is from this that you can develop an organizational strategy.
Now, the important point revealed by the research is, that “brand affinity through emotional connection has weakened to be replaced by habitual bonds based on lived experiences and related to brands and retailers”.