New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Over a third of respondents remain loyal to their “go-to” brands during the holiday season.

Consumers state that receiving irrelevant offers from brands is main resentment for them during the holiday season, as discovered by Dynata. Consumers want to be understood by brands, particularly during a “hectic” shopping period. 75% of consumers hope that brands would use insights gathered about preferences to curate personalised offers.

John Nash, chief marketing and strategy officer at RedPoint Global said that to build long-term loyalty, brands must build an effective relationship with each unique customer “across all touchpoints,” even beyond the holiday season.

The study highlights that more than a third of respondents remain loyal to their “go-to” brands for holiday shopping. Over a third of buyers have made a holiday purchase in July 2019 on Amazon Prime Day.

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