High-quality product is the top factor for consumers to devote brand loyalty

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 19, 2022, 2:51 AM GMT+0

Around 54% of consumers will take to social media to share a positive experience with the brand.

The latest Ogilvy data found that high-quality product is the most important factor when it comes to building brand loyalty, according to 65% of consumers. Discounts and promotional offers (60%), loyalty programme rewards (55%) and exceptional customer service (52%) follow high-quality products.

About 43% of consumers feel it is critically important for them to talk about brand loyalty programmes during customer service via phone or email. Brand website (39%) comes second to customer service.  The research, conducted with Sitecore, also found that loyalty programmes must evolve to meet the ever-changing, full range of consumer needs.

Consumers are also willing to pay a membership fee to get desirable services or benefits. Brands must ensure they interact with customers in a way that makes them feel recognised and involved. Brand experiences must also give customers access to group benefits and exclusive offers.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings

Read the original article

[3 minute read]

Explore more data & articles