'Trust and routine key factors in securing brand loyalty'

UK marketers seeking to foster greater brand loyalty need to look beyond the narrative of customer affection, fidelity and offers to factor in trust, availability and even routine to keep shoppers coming back for more.

So says The Science of Loyalty report published by Intuit Mailchimp based on a survey of 4,000 consumers, including 1,000 from the UK and a similar number from US, Canada and Australia.

The results reveal that repurchasing behaviour is not merely a manifestation of consumer adoration and steadfast commitment, but the result of subconscious decision-making.

In fact, more than a quarter (28%) of UK repeat brand purchases occur because they are part of a routine – a testament to the power of habit – while a fifth (20%) occur simply because a brand or product was readily available and 3% due to the inconvenience of switching.

But personal preference also matters; two-fifths (42%) of repeat purchases happen because a customer actively prefers that brand to the others available, with only 6% being “superfans”, willing to go out of their way to find that brand’s product.

Additionally, seven in ten UK consumers emphasise it is important to them to buy from the right brand, reflecting the desire for more conscious decision-making.

However, in the face of an abundance of choice, where three-fifths (58%) of UK consumers feel overwhelmed by the sheer number of brands available, loyalty is being driven by function as much as love.

Even so, the number one non-negotiable for British buyers is trust. Four in five of those surveyed said they will only buy from a brand if they know it is trustworthy.

When quizzed more deeply about the qualities they look for, UK consumers said they will more likely repurchase from a company if it: consistently matches the standards they expect (41%), is a brand they know well (37%), is quick and easy to purchase (34%) and makes them feel good (20%).

Perhaps surprisingly, these all come above the need for special deals and discounts (17%).

Shoppers were more likely to select a brand that aligns with their personal beliefs, with two-thirds (65%) saying they shared values with their preferred brand. In addition, half (47%) of UK repeat purchasers said that word of mouht recommendations from friends or family help them decide what to buy.

By genuinely aligning with customer values and interests, brands can cultivate a deep emotional attachment, even if the reasons for that purchase are not emotive ones.

When it comes to the shopping categories, the ones with the most brand loyalty are health and pharma, followed by beauty, and food and drink – where 76%, 74% and 65% respectively tend to stick with the same brands.

This may be down to consumers making more regular replenishment purchases in these sectors over others, meaning brand familiarity and reliability are particularly important aspects UK consumers consider when buying these types of products.

The least brand loyalty was revealed to be in the sectors of jewellery and accessories (66%), books and literature (65%) and home goods and furniture (60%) where consumers tend to switch brands in these categories.

These sectors are more trend led and these products are purchased less frequently, meaning brands need to fight hard to roll with the times and carve deep relationships to ensure long-term repeat sales.

If a brand cannot offer quality customer service across channels, nearly a third (30%) would consider switching brands. The most popular method of contact in the UK is email, with nearly two-thirds (63%) shoppers looking to keep in touch with brands this way. This is followed by social media and mobile app notifications (both on 15%).

Additionally, nearly three-quarters (71%) of Brits say quality is more important than price. In fact, half would consider switching brands due to quality issues, while a similar proportion would change if a brand brought in substantial price increases of more than 10% (46%).

Interestingly, given the current obsession with brand purpose and green issues, unethical manufacturing (20%) and unsustainable practices (13%) were relatively low on the list of reasons to switch.

And, despite discounts and offers not being key drivers of loyalty, nearly three-quarters (73%) of Brits still compare prices across brands to find the best deal.

Intuit Mailchimp chief marketing officer Michelle Taite said: “Loyalty is more important than ever. It’s important marketers truly understand what is driving consumers to return and repeat a purchase.

“And as our UK research shows, it’s too simplistic to assume love and devotion are the only aspects that drive brand loyalty; there are a number of other powerful factors at play, such as ‘word of mouth’ and trust.

“Brands and marketers need to be equipped with the right tools to measure what really drives their customer habits, to inform their marketing strategies.”