A new UK-wide survey has revealed that Brits are more loyal to their local supermarkets than they are to any other type of store or service, including restaurants and pubs.
Digital gifting platform Prezzee surveyed 5,000 UK consumers to establish what drives loyalty to brands and retailers and found that the points-based rewards schemes favoured by supermarkets are a key driving factor.
The research also found that insurance has the biggest loyalty problem, with close to a third (30%) of consumers switching providers every year, with this being primarily a financial decision with two-thirds (68%) making the move to save money.
“Loyalty is hard to find, but for those that get it right, the rewards are significant. Thankfully there are plenty of options for brands to build loyalty,” Prezzee European president and head of growth, James Malia said.
“Consumers appreciate deals, but they’re less responsive to traditional discounts in loyalty programmes. Instead, they favour points-based systems that translate into tangible rewards, providing a sense of immediate gratification, as well as a reason to return.
He continued: “This subtle psychological difference suggests that offering a genuine ‘thank you’ in the form of something to spend resonates more deeply than a standard discount and those looking to build loyalty should consider the different options available.”
Poor customer service and quality of products were seen to be the two main issues that would test a consumer's loyalty, with 56% and 54% of respondents citing those factors respectively.