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Loyalty Drivers

It takes a relationship to build a brand. By Randi Moore. Brand loyalty is defined as a consumer’s preference for a particular brand and a commitment to purchase that brand repeatedly in the face of other choices. But in today’s world, we find ourselves less loyal to the brands we buy and loyal to fewer brands. Our first question is “Do I want or need it?” Increasingly, the answer is: no. Consumers have been stocking fewer brands year over year since 2006.

While it is easy to blame the economy, the real question we need to ask ourselves as retailers, brand marketers and agencies is: Are we being loyal to our shoppers — or only to our shareholders? … read >>