New Research Reinforces Fundamental Shift in Consumer and Brand Dynamic

CommPRO Editorial StaffCustomer marketing firm rDialogue, has released new research that reinforces a fundamental shift in the way consumers are engaging with brands. The research shows that when brands look beyond transactions, pay attention to their customers and deliver value through emotional drivers, they unlock the potential of long-lasting loyalty.Highlighting the impact on customer loyalty practices during the holiday season and beyond, research findings show the evolving dynamic between brands and consumers.“Customer shopping habits and expectations have transformed, and traditional loyalty marketing efforts must evolve to stay competitive,” said Phil Rubin, CEO of rDialogue. “Our research shows that companies must deliver quality goods and services, while at the same offering time savings, financial incentives and exclusive access to announcements and deals. Brands also must anticipate purchasing habits and recommend relevant engagement.”rDialogue’s new research findings build off the company’s 2016 Loyalty 3.0 white paper that provided best customer loyalty practices for brands. For this most recent set of research, rDialogue surveyed a panel of more than 650 North American consumers aged 18 and older, designed to reflect the population of the United States.The study aimed to identify trends that are at the forefront for consumers and their commitment to brands, exploring five key areas: brand loyalty, programmatic loyalty, retail brands and programs, consumer perceptions around data and personalization, and adoption and usage of mobile payments.Key survey findings include:

• Nearly 75 percent of respondents are loyal to brands that deliver quality goods and services
• Amazon emerged as the “gold standard” in brand loyalty and loyalty program engagement, fundamentally changing consumer expectations and shopping habits by offering fast and frictionless purchases, instant gratification and a data-driven approach.

Research findings specific to Amazon Prime members includes:

• Nearly 65 percent of respondents consider time saving as an essential component of loyalty programs
• Nearly 60 percent of respondents expect their preferred brands to recognize them (vs. 40 percent of non-members)
• Nearly half expect their preferred brands to send recommendations (vs. 27 percent of non-members)
• They are 4 times more likely to use a mobile app for daily payments
• They are 1.5 times more likely to download a brand’s mobile app
• They are 2 times more likely to store a credit card in a mobile app to expedite the process
• Survey respondents also identified Nike, Apple and Coca-Cola as brands to which they are loyal. These companies deliver quality goods and services, while using broad-based strategies (such as advertising) to build brand affinity.

Read the full research report.