GfK: building loyalty through positive and memorable experiences

1907

GfK_new_logo[1]In today’s hyper-competitive, multichannel and omnichannel retail environment consumers seem less loyal than ever. This is the subject of 2014 global GfK FutureBuy study, which reveals that 61% of the consumers surveyed reported that they were: «less loyal to any one retailer [today], because [they] have to shop around more to find the best value». This trend is more pronounced in some local markets – in Brazil the equivalent figure is 76%, it’s 74% in China, 68% in the US and 65% in France – but overall there is a general move by consumers away from loyalty to retailers. When we looked at LECs, Leading Edge Consumers (that are made up of three different types of shoppers: early adopters, influentials, and passionate shoppers), more than three quarters (76%) said they were now less loyal to one retailer, compared to 58% of non-LECs. Because of their role as influencers of the mass market, this finding suggests retailers need to understand changes in consumer mindset and behavior around loyalty.

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«We need to manage customer loyalty in a more holistic, integrated and mutually beneficial manner alongside brand building – suggests David Robbins, Global Director, Customer Satisfaction & Experience at GfK – We must also recognize that the difference between success and failure for both depends upon exactly the same thing – the enduring quality of the customer experience».