The following is the Loyalty barometer in 2021 From Merkle recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.
According to a Merkle report, 57% of consumers are still loyal to a certain brand. But being loyal to a brand and buying its products are two different things. Nearly half (49%) of the more than 1500 consumers surveyed said they did not stop buying a certain brand of products because of the epidemic in 2020, while the other half stopped buying for various reasons.
A quarter of the respondents (24%) spent less due to changes in their financial situation, which is why they stopped buying a brand. This tight fiscal position can be seen early in the new crown pandemic. A Gallup survey found that in April 2020, 51% of U.S. consumers reported spending less than before.
Valassis also found that 64% of consumers believe that purchasing power is a factor affecting the purchase of a specific brand. Merkle’s report found that some respondents said they started using a brand because it offered better discounts or prices than previous brands.
On the other hand, taking a stand on a certain issue may also cause some people to stop buying the brand’s products. 16% of respondents said they stopped buying a brand because they didn’t agree with the brand’s position on social issues.
When it comes to joining the loyalty program, consumers are more likely to be attracted by discounts (44%) or earning free products (26%) this year.
Being able to earn points in exchange for discounts is the preferred type of loyalty program;
The biggest benefits and rewards of loyalty program are discount (70%), free products (65%) and free samples (51%);
However, consumers do not like to spend too much time to get rewards (45%), or rewards are very difficult to get (31%);
More than half of them are willing to use their purchase history (54%) or current reward status (54%) to provide relevant rewards;
In return, consumers want personalized offers (64%).
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