"Brand loyalty is often less influenced by emotional connection than by pragmatic considerations like convenience and situational need, according to new GWI research conducted on behalf of Razorfish. While nearly two-thirds (65%) of marketers believe repeat purchases are rooted in love for a brand, less than a quarter of consumer respondents cited brand love as a key motivator for repeat purchases or usage across categories including grocery, airlines, credit cards, streaming platforms and hotels."
"Razorfish and GWI's findings around loyalty arrive at a moment when consumers are chasing value in response to sticker shock during everyday occasions like grocery store trips. The research also comes as holiday marketing ramps up in earnest, with brands this season fighting to win over shoppers who are pulling back on discretionary spending. Given the rocky macroeconomic context, refining loyalty strategies could be of greater importance to brands."
Consumers prioritize pragmatic benefits — convenience, product performance, and situational need — over emotional attachment when making repeat purchases across categories such as grocery, airlines, credit cards, streaming platforms, and hotels. While 65% of marketers believe repeat purchases stem from brand love, fewer than 25% of consumers reported brand love as a primary motivator. Consumers favor “soft” loyalty perks like exclusivity, early access, and benefits that acknowledge moments of vulnerability, in addition to traditional points. AI in advertising produced mixed responses regarding its ability to inspire loyalty. Economic pressures and rising prices are prompting shoppers to pursue value and adjust spending, elevating the importance of refined loyalty strategies.
Read at Marketing Dive
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