Consumers more likely to be loyal to brands with a physical presence

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Retaining customers and maintaining their loyalty is a key concern of brand marketers but, according to new research from Emarsys, this is easier said than done for those businesses that are online-only.

According the Emarsys’ research, consumers have just three brands to which they are loyal at any one time. Furthermore, over three-quarters (79%) said they were more likely to be loyal to brands that have a physical presence.

The key to keeping online-only brands’ customers loyal is, says Emarsys, personalization and special treatment. More than 4 in 10 consumers (42%) say this type of treatment builds trust and loyalty with online-only brands.

According to Steven Ledgerwood, brands “need to make better use of the data customers share with them to target offers and ideas that are truly relevant. As well as offering the usual loyalty points and discounts, our survey found customers want preferential services for their loyalty (29%) and offers tailored around birthdays and anniversaries (33%)”.

However, Ledgerwood observes that many brands are not taking this advice onboard, despite the fact that consumers will share more personal information with a brand they trust which, in turn, enables greater personalization.

Fashion was the sector that inspires the greatest online brand loyalty (51% – 64% among women), found Emarsys, followed by entertainment (27%), lifestyle (20%), music (19%), travel (18%), sports brands (15%), personal IT (14%) and sport activity (13%).

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.