tanding out in a world of choice isn’t easy. Earning consumer devotion to a brand or store takes more than just offering a good product. Price, packaging, customer service and reputation are just some of the factors involved in a consumer’s decision-making process. That’s why getting to the heart of what makes a consumer stick or switch can be the difference between flourishing and fading. While Nielsen research shows that bigger rewards generally inspire higher loyalty levels, loyalty programs are no guarantee of loyal behaviors.
[blockquote style=”quote” align=”” author=”Julie Currie, senior VP Global Loyalty, Nielsen.”]There is a strong link between the way consumers describe their loyalty habits and the way they subsequently buy—so even comparatively small shifts in what consumers say can manifest in big changes in what they do[/blockquote]
How do you turn a fickle fan into a faithful follower? You start by understanding the needs and motivations that drive their purchase decisions. And then you deploy the strategies and tactics that deliver the most value. This global study outlines the reasons why consumers switch brands, service providers or retailers and identifies the loyalty program attributes that potentially have the most staying power.
Cutting through the clutter in a world of choice is not easy. Earning consumer devotion to a brand or store takes more than just offering a good product. Price,packaging, customer service and reputation are just some of the factors involved in the decision-making process. But getting to the heart of what makes a consumer stick or switch can be the difference between flourishing and fading. While Nielsen research shows that, in general, the higher the loyalty levels, the bigger the reward, loyalty programs are no guarantee of loyal behaviors.
The survey findings suggest a direct link between the frequency of purchase andthe level of loyalty tothat category. For everyday-use products, ongoing decision-making often changes the relationship. For example, one-quarter (24%) of respondents aroundthe world claimed complete loyalty to their mobile phone brand/service provider and financial institution—the highest loyalty percentage reported globally for any of the 16 categories measured.
