The Science of Loyalty

Intuit Mailchimp’s New Global Study Uncovers Fundamental Drivers of Consumer Behavior and Decision-Making Towards Brand Loyalty - Seite 3

Less than half (37%) of customers have recommended their preferred brand to friends or family and only 22% have given it as a gift, revealing an untapped opportunity for brands to spread the word. However, this increases among 18-24 year olds, of which 43% have recommended their preferred brand to family and friends and 30% have given it as a gift.

Insider status: Help customers feel heard by asking for, and responding to, feedback.
The most popular method of contact is email with over half (57%) of shoppers looking to keep in touch with brands this way. This is followed by SMS (17%) and social media (17%). If a brand can’t offer quality customer service across channels, 1 in 4 said they would consider switching brands.

Meaningful rewards: Personalize reward programs with customer lifestyles to boost satisfaction.
While 45% of repeat purchasers said they’d like their preferred brand to provide them with deals or discounts, rewards aren’t always about monetary incentives. In fact, 87% said their preferred brand made them feel good, which was the second biggest driver of loyalty, after consistency.

Game on: Gamify your rewards to foster a sense of achievement and fun.
29% of repeat purchasers said they’d like to receive loyalty reward perks from their preferred brand. However, currently only 16% have joined a loyalty benefits program, suggesting untapped potential.

Shared Interests: Build emotional resonance by aligning with a cultural niche or value.
1 in 4 (26%) of consumers said they would consider switching brands due to environmental impact or unethical manufacturing, rising to 34% among 18-24 year old shoppers.

Sense Of Ownership: Actively engage consumers to foster a sense of co-collaboration.
Customers are keen to provide their thoughts and experiences to brands, with over 1 in 4 (29%) email subscribers participating in surveys or feedback.

Why Brands and Marketers Should Care

Experts like Denise Lee Yohn, author of What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest, describes loyalty as not just a marketing goal, but a comprehensive business strategy. In an era marked by choice-overload, loyalty is a strategic imperative for brands seeking sustainable growth and resilience. Marketers must be able to navigate the complex terrain of consumer behavior effectively and recalibrate their marketing strategies. Using the tactics outlined in the Strategic Loyalty Playbook, brands and marketers will be one step closer to engaging with customers in a holistic way and deepening relationships that positively impact their marketing goals.