Brand loyalty is on the rise among US consumers, according to a recent survey conducted by e-commerce marketing platform Yotpo.
The survey, entitled 2019 State of Brand Loyalty study, surveyed more than 2,000 consumers in the US. The findings revealed that 90.2% of US consumers considered themselves more brand loyal, with 24.8% more brand loyal now than the previous year.
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Around 67.8% of the consumers revealed that they believe repeatedly purchasing from the same brand amounted to being brand loyal.
The survey also found that 59% of participants who are brand loyal would spend more and refer that brand to their friends and family.
Around 36.4% of survey respondents did not consider themselves brand loyal until they made five or more purchases from a brand.
The survey also found that 59.5% of consumers may join a brand’s loyalty programme, with 28.7% of consumers wanting more interesting rewards.
Yotpo CEO and co-founder Tomer Tagrin said: “This year’s data showing continued strong brand loyalty among consumers, supports the idea of a brand renaissance – the same phenomenon fuelling the rise of direct-to-consumer and growth of the modern e-commerce industry.
“But the study also reveals that loyalty is hard-won. Most consumers consider themselves loyal to only a handful of brands. To win, brands need to stay at the top of their game by offering amazing products at a fair price and creating valuable experiences worth coming back to. The survey shows that even loyalty programmes need to excite to drive engagement.”
