Intuit Mailchimp's latest report, "The Science of Loyalty," offers novel insights into how consumers align with brands on what is termed "the commitment spectrum." Spanning from inert engagement, where convenience rules, to fandom, characterized by deep emotional bonds and shared values, the study elucidates the varied nature of brand loyalty among consumers.
Based on a survey of 4,000 participants across the U.S., Canada, the U.K., and Australia, and supplemented by expert interviews, the findings indicate a prevailing consumer preference to support "the right brand," highlighting a move towards more conscious purchasing decisions. While 70% of consumers express a desire to buy from brands they regard highly, only 13% reach the pinnacle of fandom, underscoring the challenge for brands to cultivate extreme loyalty.
The report emphasizes the importance of tailored engagement strategies across different loyalty levels and outlines several tactics to foster loyalty, including simplifying the buying process, inviting feedback to create a sense of insider status, and establishing emotional connections through cultural or value-based alignment.
Source: MarTech
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