Loyalty to a brand is one of the intangibles that companies seeking to develop among its customer base. A loyal consumer to a brand prefers over others, maintains a relationship with a special with her look (not the same as it relates to the brand in question with its competitors) and becomes a sort of ambassador the same. But getting a consumer loyalty is not a simple job and requires a strong investment in work by the brand that seeks it, but what to do to get loyal customers to a brand?
A study just analyzes who are the most loyal and how it gets to that point. The answers allow you to create a portrait robot more loyal to the brand profile is feminine and looks certain counterparties in their relationship with the company. According to the findings of a study just completed Cherry London agency, women are much more loyal to brands than men, but their loyalty has a clear price. To keep them in their relationship with a brand, it must offer certain rewards.
The numbers prove it: 68% of women surveyed said longer maintain a relationship with a brand (ie, consumers are more loyal to their products) if this brand offers certain rewards to consumers. The rewards do not pass the competition. Men are also willing and receptive to this type of relationship, although the percentage of positive response is lower than in the case of women. Only 53% of respondents are willing to remain loyal to a brand for their rewards.
Women also are more tempted to spend or prove that men if there is a reward behind the process. 72% of women (compared with 56% of men) ensure that the rewards make spend more on their purchases.
This is not the first study that has been raised whether or not women are more loyal as consumers than men. A study a few years of Marketing Store makes also tried to give an answer to the question (based on patterns of user behavior loyalty card stores), although it’s main conclusion was that actually women and men saw loyalty as a different thing. Women saw it as trust, commitment or devotion and men saw him as a contractual commitment.
And another study by Ipsos MediaCT, Hearst Magazines and FleishmanHillard of these past Christmases also pointed out the idea that they are more faithful women or men depends on the sector (although menclaimed, are the first to declare loyalty to a brand).
The reward power
Returning to London Cherry study, the findings of the survey show especially the importance of rewards as a catalyst for customers. The rewards not only make consumers more loyal to a brand or not, they also have a direct impact on when and how to purchase.
Reward a consumer brand in their relationship with him makes the latter sees it differently in all fields. According to figures from the study, 65% of those surveyed said that the rewards have an impact on their frequency of purchase and 64% influencing the amounts they spend when they buy.
The rewards are also an element to break the barrier of entry: 69% say that influence when testing a mark (a figure that exceeds the results achieved in the previous edition of the study, when only 47% argued that prove one brand associated reward).
Consumers expect brands also devote attention to them and invest in them. Half of respondents (58%) want brands to invest in a “strong”, as collected The Drum, in its consumers and reward them for their relationship with them.