Marketing News: The Loyalty Practice : Women are twice as loyal to their favourite fashion brand as men.

News Release from: MarketingUK
14/10/2009
Louise Isaacs, MAP Consumer Voice Panel ,The Loyalty Practice, HS&P,relationship marketing

23% of Brits consider themselves a bit less or much less loyal to brands, versus 9% who consider themselves much more or slightly more loyal, according to a new survey commissioned by The Loyalty Practice at HS&P.

The survey was conducted by fast. MAP Consumer Voice Panel in August, to identify trends in consumer buying behaviour, and quizzed Brits on how their loyalty has changed, if at all, over the last 12 months.

The study also revealed that there is almost no loyalty within the travel sector, which received only 3% of votes, compared to supermarkets, which 33% of respondents said were the outlets they were most loyal to. Other findings include:

When it comes to age, over 60's are unlikely to switch banks, where as younger generations put stronger emphasis on their favourite phone or internet provider.

 ·         Women are twice as loyal to their favourite fashion brand as men.

·         After supermarkets (33%), banks (23%) are the outlets most respondents consider themselves loyal to, with airline and travel companies coming last (3%).

·         The most likely factor to influence loyalty to a brand in the long term was exclusive privileges offered to frequent buyers (41%) with special events including sales previews coming in last, at just 15%.

 Louise Isaacs, Head of the Loyalty Practice at HS&P said: “With cash-conscious consumers paying closer attention to the purchases they make, businesses are now having to fight harder than ever to keep customers coming back.

Travel brands are likely to fall low on the customer loyalty ranking because holidays and flights are low frequency purchases, meaning travel companies have very few interactions with the consumer, and therefore fewer opportunities to build relationships with them.

Travel brands need to put more focus on engaging with customers during their buying-cycle to capture additional data and build appropriate relationships.”

About HS&P

Established in 1998, HS&P is a relationship marketing agency that builds measurably better relationships between brands and consumers.

This manifesto is delivered through core competencies in account planning, digital capability and creative, supported by three dedicated consultancies, the Loyalty Practice, data.HS&P and Legends. Designed to embody a new approach to customer loyalty, the Loyalty Practice empowers clients to build and benefit from loyalty by systematically addressing their business challenges. data.HS&P was launched with a unique focus on ‘data for digital’, helping clients to ensure they are applying the right level of planning and evaluation to email marketing.

And, launched in January 2009, Legends places the sciences of targeting and measurement behind the art of word of mouth marketing. Also in 2009, HS&P acquired digital agency Crayon to add in-depth online expertise to its client offering.

HS&P approaches client briefs with a rigorous focus on planning and measurement and has pioneered a unique system for payment by results. A third of the agency is made up of planners, all of whom work directly with creatives and account handlers, and beyond that, with clients and their customers. This dedication to accountability has enabled HS&P to get, grow and keep customer relationships for brands including Aviva, Honda, Diageo and Camelot.