"Nearly two-thirds of marketers believe that brand loyalty is a deep affinity built over the long term with customers who deeply love your brand. But a new study from GWI, commissioned by Razorfish, shows that loyalty is less about consumers having an emotional connection and more about convenience, product performance and meeting real world needs. In most categories-ranging from groceries to quick service restaurants to airlines- fewer than a quarter of consumers said brand love motivated repeat purchases."
"Many factors have contributed to the erosion of brand loyalty. Consumers' finances are changing their considerations. As tariffs increase prices, more than nine out of 10 consumers said they'd change their purchasing behavior for vehicles-an area where there's traditionally considerable brand loyalty. Influencers are also elbowing in on brand loyalty. Between 20% and just over 30% of consumers said that influencers and their perceived authentic brand experiences impacted purchases of groceries, restaurants, airline tickets and mobile phones."
Most consumers do not base repeat purchases on brand love; instead loyalty commonly reflects convenience, specific product preference, and performance. In many categories—including groceries, quick service restaurants and airlines—fewer than 25% of consumers cite brand love as the reason for repeat buying. For many preferred-brand buyers, loyalty centers on a singular product, and over half would switch brands if that product were discontinued. Economic pressures and tariffs are changing purchase behavior, especially for vehicles, and influencers affect 20–30% of purchases across several categories. Brands can deepen loyalty by identifying why customers buy, offering empathetic service and tailored, softer benefits.
Read at Forbes
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