- 17 Mar
Most Purchases Are Made While Shopping Around, Not From Loyalty
Do consumers tend to make the same brand choices time after time. Or do mostly shop around with successive purchases? Recent research from McKinsey comes to a troubling conclusion. It seems that few purchases are loyalty-driven. And the myriad new ways for consumers to judge brands and comparison shop doesn’t seem poised to change that.
Ooops! Well, We May Need to Re-Think Our Approach Now
To arrive at this conclusion, McKinsey dug into its CDJ database, which it says covers more than 125,000 consumers shopping for more than 350 brands. After analyzing the data, it found that of 30 categories, just 3 were primarily loyalty-driven.
So, what does this mean for your brand? For more of the data and additional insights, read the full article at MarketingCharts.com