{"id":78868,"date":"2022-02-09T17:12:14","date_gmt":"2022-02-09T17:12:14","guid":{"rendered":"https:\/\/rockcontent.com\/?p=78868"},"modified":"2025-09-06T05:44:04","modified_gmt":"2025-09-06T08:44:04","slug":"brand-loyalty-low","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/brand-loyalty-low\/","title":{"rendered":"Brand Loyalty is Getting Low: But How Do We Keep Customers Engaged Anyway"},"content":{"rendered":"

A study<\/a> with 2,000 people from the US and UK by Edit, a customer data specialist, and Kin + Carta, a digital transformation consultancy, reveals that more than a quarter (27.4%) of consumers now show no brand loyalty at all.<\/strong><\/p>\n

Among the respondents, only 6% of consumers said they show loyalty<\/a> to the ecommerce sector. <\/strong>Paradoxically, what we have seen in the last 2 years, due to the COVID-19 pandemic, was a significant increase in online shopping<\/a>.<\/p>\n

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Source: \u2018The Loyalty Paradox\u2019, from Edit & Kin + Carta<\/a><\/figcaption><\/figure>\n<\/div>\n

The pandemic has changed consumer behavior and accelerated several changes in the retail sector. So we need, more than ever, to be aware of the experience<\/a> we are providing to our customers. Otherwise, we will end up losing strength in the market.<\/p>\n

Repeat purchasing is not loyalty<\/h2>\n

In addition to purchase frequency, a company that establishes strong brand loyalty is able to ensure that its consumer trusts, engages, defends and recommends products and services. A strong bond is created between the brand and the customer that goes far beyond a purchase and a sales relationship.<\/p>\n

Apple is a great example of a brand that, over the years, has built strong loyalty. Research shows that Apple has the most loyal smartphone customers in the US <\/a>and that more than 90% of consumers say they intend to buy another iPhone<\/a>. It’s a high percentage. And that doesn’t mean the competition is weak or that their products are inferior, but that Apple provides a complete customer experience and the brand positioning connects with its consumer.<\/p>\n

The relationship is so strong that customers have stickers, shirts and even tattoos with the Apple logo! This also happens with Harley Davidson, for example \u2013 customers don’t just buy a motorcycle, they buy an experience of the brand’s culture and lifestyle.<\/p>\n

There are other good examples of companies that do this well and, as a consequence, have high brand loyalty. You may have thought of Coca-Cola, Disney, Starbucks or others.<\/p>\n

But, after all, how do we create brands that delight, engage and retain engaged customers?<\/p>\n

Build real connections<\/h2>\n

How did Apple, Coca-Cola and Harley-Davidson create such strong loyalty and bonds? What do they have in common?<\/p>\n

These brands sell much more than just the product or service itself. They sell nostalgia (Coca-Cola), innovation (Apple) or lifestyle (Harley Davidson). The entire communication and positioning strategy is built around what they believe in and that creates a deep connection with the consumer.<\/p>\n

When you think about it, so much brand loyalty really comes down to emotion and routine, not just logic. People lean on brands that make them feel understood or part of something\u2014sometimes even if the product isn\u2019t technically the \u201cbest\u201d out there. This is the stuff that\u2019s hard to copy, no matter how clever your marketing or competitive your price. Once someone feels seen by a brand, it takes quite a lot to shake that off or tempt them away.<\/p>\n

It may sound clich\u00e9 to say it here, but the point is: do you want to create a memorable brand? You really need to start with the \u201cwhy\u201d. Clearly understand your brand\u2019s purpose and how it creates a real connection with your audience\u2019s needs and desires. What is your company’s reason for being? How does that differentiate you in the increasingly saturated market?<\/p>\n

Sometimes, companies overcomplicate things by piling on trends and buzzwords instead of just being real about what they stand for. If a brand always knows what it\u2019s about and consistently follows that thread, even if the world zigzags, people do remember\u2014and they stick around. That sense of reliability, or even predictability, especially in 2025\u2019s hyper-chaotic market, feels oddly comforting for a lot of us. Might sound simple, but clarity builds trust, and trust wins loyalty almost every time.<\/p>\n

It is worth (re)watching the TED Talk \u201cStart with Why\u201d<\/a>, by Simon Sinek.<\/p>\n

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