Customer loyalty

Emotions, rather than rationality, appear to be the backbone of customer loyalty. Shoppers who find a brand that reflects their emotional needs and desires are more likely to buy the brand and recommend it to their friends and family. Much of this is driven by a retailers’ strong identity and representation of a brand, to which buyers can relate and go on to recommend it to people like them. It seems that what shoppers are yearning for today is a true connection with a retailer of their choice.

A new report, Loyalty deciphered – how emotions drive genuine engagement, from the Capgemini [IRDX VCPG] Digital Transformation Institute surveyed over 9,000 consumers and 500 executives across nine countries including the UK, France, Germany and the United States, to analyse the main drivers behind brand loyalty. The study revealed that 82% of consumers with high emotional engagement with a brand would always buy its products when making purchasing decisions, in comparison to 38% with low emotional engagement. In addition, 81% of…