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BizReport : Loyalty Marketing : November 11, 2014

Study: Shoppers loyal to brands that share values

A new study out from SAP indicates shared values are a leading reason shoppers become loyal brand shoppers. While price and availability continue to be important, people seem to be more focused on brands that are 'like them'.

by Kristina Knight

There is new research out from SAP which gives brands insight into how customers make the leap from buying a product to becoming a loyal brand shopper. Their data shows about one-third of shoppers become loyal brand shoppers because the brand 'shares values' with that consumers.

"We've heard the notion of the customer being in the driver's seat over and over again and these results really drive that point home," said Jamie Anderson, global senior vice president, Customer Engagement and Commerce, SAP. "The message is clear: Brands must not only provide the best possible customer service, but also truly invest in learning about each customer's individual buying habits and interaction preferences, while also making that information really accessible. It's both an exciting and difficult time for brands to connect with their customers, and we continue to help brands understand and adapt to their customer's individual preferences to put them ahead of competition and strengthen customer relationships, which is the main goal."

The study also found that nearly half of consumers report having trouble communicating with brands because of delayed emails or non-responsive email queries. As to what shoppers are looking for from brands, the study found:

• 54% would like brands to offer customer support before they have to ask for help
• 69% would like a more personalized experience
• 75% say they want more quality products
• 72% said brands' online presence can sway their purchase decisions

Image via Shutterstock

Tags: advertising, ecommerce, ecommerce trends, loyalty marketing, SAP

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