UK consumers are nearly 50% more loyal to stores than brands, according to new research.
The study found that older consumers were most likely to follow this trend, with 50% of over 55s expressing store loyalty and 22% reporting to be brand loyal.
However, 47% of younger consumers, aged 25-34, were more loyal to brands than stores, compared to 42% who felt the opposite.
The research was published by digital gifting platform, Prezzee and surveyed 5000 people in the UK.
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James Malia, European president and head of growth at Prezzee said: “Loyalty cannot be a one-way street. If a consumer is going to stay with the same store or brand, they need to be rewarded and incentivised to do so. Convenience can take you so far, but these findings underscore the complex and evolving nature of consumer loyalty in the contemporary retail landscape.”
“The message is clear: brands and retailers must balance competitive pricing with in-store experience and tailored rewards that go beyond a one-size-fits-all approach. Those who offer compelling reasons for customers to return – especially through store experiences – will be best positioned to foster lasting loyalty,” he added.
According to the study, 54% of respondents said poor service negatively impacts their trust in a brand and 46% highlighted a drop in product or service quality caused negative impressions.
Of those surveyed, only 6% said they felt a stronger sense of loyalty towards specific brands when shopping online. The data showed 32% of shoppers viewed themselves to be more dedicated to a brand when shopping at a physical store.
Prezzee highlighted that loyalty schemes were a key way to incentivise customers. The report showed the top three schemes were; reward points, monetary value offers such as £5 when you spend £20 and discount vouchers such as £10 off.
