A new study has found that the majority (92%) of shoppers would be willing to ‘cheat’ on their favourite retailers, with only 8% feeling ‘devoted’ to their chosen retail brand.
The study, which was carried out by loyalty firm ICLP along with Professor Ron Rogge from the University of Rochester, also found that 91% of ‘devoted’ shoppers would recommend a retailer to others.
In addition, 75% of UK consumers would buy more if they were better rewarded, while 63% would buy more ‘if retailers used their data to understand their customers’ individual needs and requirements better’.
“Brands today are finding it difficult to bond with their customers; the level of choice means consumers are increasingly distracted,” said Jason De Winne, General Manager at ICLP. “Our research shows that what consumers need from a brand in order to build an emotional connection is very similar to what they require from relationships with friends and loved ones. That is, good communication, reliability, consistency, reward and recognition.”
The model the firm used was based on Sternberg’s Triangular Theory of Love, which focused on the three key components of a relationship: intimacy, passion and commitment.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.
