Loyalty in the Digital Age
is Not Dead, But Redefined
report entitled Digital Dopamine: 2015 Global
Digital Marketing Report by interactive agency
Razorfish details how brand loyalty isn’t dead but
is fundamentally redefined by digital.
In fact, despite infinite choices online, the report found out
that good digital experiences are enough to keep us loyal.
Customers are also likely to be loyal to a brand that can offer a
seamless online and offline experience. More than two-thirds of
consumers in the United States, 69 percent in the United
Kingdom and 77 percent in Brazil said they will only purchase
products online if there is a “return” option.
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Brands are also more likely to succeed in building loyalty if they
focus more on creating useful experiences to customers. In fact,
86 percent of surveyed Americans and 88 percent Chinese respondents prefer brands that are useful over those that are interesting.
Consumers, in general, expect to be rewarded for their
loyalty. Ninety-two percent of Brazilians said it’s important for
brands to reward their most loyal customers. Carefully assess
how you are building loyalty to increasingly digital-savvy
customers? Are you offering incentives and rewards? How are
you making your business or product truly useful to them,
making their lives easier in the process?
September 2015
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