UNDERSTANDING CUSTOMER EXPECTATIONS OF BRAND LOYALTY PROGRAMMES

A report by ELLO Media

UNDERSTANDING CUSTOMER EXPECTATIONS OF BRAND LOYALTY PROGRAMMES

Read on for our new research report on what makes customers loyal, and disloyal, to brands…

In a world saturated with promotional material and increasing consumer expectations, it can be easy for businesses to lose sight of the value of a loyal customer. When it comes to choice, customers now have more options than ever, which has forced brands to compete with one another in a constant ‘race to the bottom’ to provide short‐term benefits of convenience and value for money.

What’s more, the definition of customer loyalty is constantly changing in line with evolving customer requirements, meaning that in order to attract and retain loyal customers, brands must gain a comprehensive understanding of their audiences in order to adapt and refine their services to provide innovative, bespoke offerings that deliver long‐term benefits.

To gain insight into this, ELLO Media surveyed 1,000 UK consumers to investigate their views on customer loyalty. Respondents were asked questions on a wide range of topics including brand engagement across a number of vertical sectors, attitudes towards loyalty schemes and what they offer, brand communication, as well as what makes them disloyal.

Using this data we have created our ‘Understanding Customer Expectations of Brand Loyalty Programmes’ report to provide brands with a resource that will help them shape the customer loyalty and engagement offerings that people desire.

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