Brand loyalty is a thing of the past, says research
By Caroline Baldwin - Aug 15th, 15:56
Consumers are ditching their favourite brands in favour of speed and convenience, concluded new research from Salmon.
The research, which surveyed over 6,000 consumers across the UK, US and Benelux, stated that 88% of shoppers believe speed of delivery is more important to them than the brand they are ordering (78%).
Over half (57%) of shoppers think they are more digitally advanced than some retailers and 60% say they would be more likely to shop with a retailer if they were more digitally innovative.
Meanwhile, almost a quarter of consumers are “digitally obsessed” and make nearly all of their purchases online and 45% are already using or likely to use voice technologies like Amazon Echo or Google Home in the next 12 months.
“Loyalty is a complex thing. Across all sectors, we’re seeing fewer people favouring and remaining strongly aligned to certain brands and companies. This is especially prevalent in digital commerce – where the consumer focus on finding the lowest prices and fastest delivery doesn’t lend itself to being loyal to a certain product,” said Hugh Fletcher, global head of consultancy and innovation at Salmon.
Nearly two-thirds of consumers (60%) believe all online retailers should offer same-day delivery, compared to last year’s research when the average expected delivery time was 2.6 days.
“It is this ‘experience’ that drives loyalty and will be the difference between being a leader in digital commerce and being left behind,” added Fletcher. “What this means, however, is that retailers need to offer consumers a host of convenient services and harness innovative technologies in the process if they are going to attract and retain customers’ attention. As consumers are becoming more open to trying new technologies – or expect to in the coming months – retailers need to put in the ground work from now if they are to meet high expectations.”Reed Exhibitions Limited 2017.
Leveraging digital platforms for the greater good – beyond the 12-days of Christmas
15/12/2017 - 15:59
“Effective causal communications using the digital ecosystem can be powerful instruments for systemic change and brand longevity, not just in times of giving like the Festive Season”, says Deseré Orrill, Managing Director of HoneyKome and CEO of Ole! Media Group.
Retail sector set to grow amid benign inflation, say analysts
15/12/2017 - 08:58
Retail sales softened slightly in October as consumers held back in anticipation of Black Friday bargains in November.
Shopping malls getting bigger, says study
15/12/2017 - 08:50
According to a recent study conducted by Morgan Stanley Capital International (MSCI) Real Estate South Africa on behalf of the South African Council of Shopping Centres (SACSC), malls are getting bigger.
TFG Collect In Store expands countrywide
15/12/2017 - 08:39
The Foschini Group (TFG) has rolled out its Collect In Store service for online shoppers across the country, taking the number of participating stores to 184, and now offers the service entirely free, with no qualifying amount required.
Was Black Friday a win in SA?
15/12/2017 - 08:25
Retailers and consumers, door deals and online marketing, geo-tracking, real-time parking deals and refreshments for physical shoppers. Black Friday has evolved into a complex sales phenomenon and looks set to continue to reach new highs, despite (or because of) our rocky economic status.