The DMA has identified four different types of consumers when it comes to brand loyalty. Some customers are always loyal, others only loyal for certain purchases. But whatever their natural propensity for brand loyalty, you need to engage them and build trust. The DMA's 2016 research presented below shows that over half of consumers will stick to a brand that provides good service when they know they could get a cheaper deal elsewhere. In addition in found customers don't particularly like being asked to provide reviews, yet brands are keen to do this. One the flip side, almost half of customers would like to receive free gifts from brands, but only one in ten companies do this. There is clearly currently a big mismatch between consumer desires and brand actions, and this needs to close. Find out more by checking out the infographic below.
Thanks to the DMA for publishing this infographic
By Robert Allen
Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.
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