There are fewer and fewer homes where you always buy the same brand of a product. The Internet constantly presents alternatives to buyers, testing their attachment to brands and generating, at the same time, opportunities to enter their homes for new brands. The study “Brand Loyalty and Online Shopping Trends” by Criteo, the advertising platform for an open Internet, assures that 76% of buyers would be unfaithful to their main brands.
In other words, three out of four Spaniards are willing to consider changing brands in all categories of products or services. And they will if they find a better brand or the one they currently use loses quality or goes up in price. But a good deal is also essential: 38% will look for new options if they find themselves with poor customer service.
WHERE DO WE FIND NEW BRANDS?
If we want to find new brands, we do it in all digital channels: brand discovery is now omnichannel. Youtube tops the list with 48.3%, being the channel where we are most likely to find a new brand that we want to try. It is closely followed by websites (47.3%) and Facebook (45.7%), with Instagram (42.2%) in fourth place.
But how did we go from discovery to testing? Some keys are for the brand to offer test products, to be recommended by a friend or to offer a discount.
HOW DO YOU WORK LOYALTY FROM THE COMPANIES?
From companies, the main way to achieve customer loyalty is mainly based on offering the best quality-price. With a good offer, 73% of customers would stay. But price is no longer the only thing to keep in mind when it comes to retaining customers: ensuring good customer service is an essential factor for 46.2% of buyers.
And how can those brands we tested for the first time retain us? One of the most important factors is that we feel identified with the brand: that our values and their values are aligned, a fundamental factor for 49.5% of users.
After all, the purchase decision of 42.3% of clients is partially affected by the mission and/or vision that a company manifests. In addition, it is essential that the website is easy to use: 50.6% will only return if this happens.
If carried out properly, online advertising can be the most important tool for brands to convince users. For this to happen, the ad must discover a new product to the user (49%), offer a discount code on products that the user wants/needs (40%) or remind the user of products that they are interested in (38%).
Saturating the web with too many ads, preventing it from loading correctly or displaying ads that do not interest the consumer are the main reasons why a brand will be ignored. Relevance is therefore what makes the difference in advertising.
Author: Alberto Pérez