Engaged customers are better customers, buying more and giving you better traction. This new DMA infographic explores what makes brands engaging and what consumers see in their favourite brands.
The new Customer Engagement infographic highlights the four different types of loyalty consumers feel towards brands. 40% are ‘actively loyal’ to brands for both routine and special purchases, while 27% are ‘actively disloyal’ and tend to have no brand loyalty. Then almost a quarter (23%) of consumers are ‘habitually loyal’, which means they remain loyal when buying routine items, but shop around for special purchases. Lastly, the loyalty of around one in ten people (9%) is almost the reverse of the previous group, flexible about routine purchase but loyal for special purchases.
The figures also reveal that, in general, disloyalty increases with the value of the items purchased. For example, 46% of consumers said they shop around for big ticket items like furniture, but this proportion drops significantly when asked about shopping around for more day-to-day items like beauty products (21%) and clothes (24%). This research is part of the DMA’s Customer Engagement 2016 report, which investigates the things that make brands engaging and what consumers see in their favourite brands.
Ultimately, the relationship between brands and consumers is changing. This research tells us that relevancy beats personalisation, with 40% of consumers wanting services that could not only remind them about an upcoming birthday, but give relevant suggestions on what to buy. The research also shows brands that customers are willing to share their data, but only as long as they can see direct benefits – such as lower prices, loyalty rewards or special deals. It’s this point on data sharing that is most important for the future of customer engagement, underpinning the relationship between brands and their customers. Developing insights and nurturing the relationship will help a brand be more useful, more relevant and more essential for its customers. It’s how they both win.
Read the report in full here (registration required)