05/01/2017
Getting customers to even consider your brand, and then getting them into your shop or on your website is a battle in itself. From marketing campaigns, both digital and print, to Google AdWords and SEO, the steps to achieve footfall and website traffic are quickly becoming a staircase. It can be particularly frustrating after climbing the flight to find customers leaving your shop and abandoning baskets online before buying. So, what triggers customer disloyalty?
Unfortunately for b2c business owners, consumers can change their minds about buying a product or service at any point in the purchase process. Each customer is unique and will have their own reasons for abandoning a basket, but new research from YouGov and Market Force Information might have pinpointed your consumers’ main bugbears.
The survey conducted by YouGov and GT Nexus looked exclusively at (those pesky) millennials, and why specifically they had chosen to deter from a favourite brand in the past year. The results highlighted that customer disloyalty tendencies were catalysed by two large factors: brand morality and the behind-the-scenes, the operational and logistical mechanics of a business.
Millennials surveyed said that problems with product quality and availability were the two biggest reasons for leaving a brand behind, both coming in at 41%. However, 28% said they would avoid a brand if it didn’t treat or pay its workers fairly, and 22% would switch brands if the product isn’t environmentally friendly.
A separate study commissioned by Market Force Information, which surveyed 2,827 UK adults, found that bad in-store experiences was the root for customer disloyalty among Brits.
Other large issues were:
For this study, apart from unavailable items, every gripe revolves around in-store customer service. While it’s fair to deduce a lot of instances are unavoidable, for example, one persons’ idea of slow service may not marry up with someone else’s; it is fair to surmise that to help avoid customer disloyalty it’s worth investing and focusing on customer service.
Your consumers care about the fundamentals of your brand. Underlying disparities will catalyse customer disloyalty; like anything, start with good foundations and the rest will follow. And when you’re ready to take the following steps like marketing, SEO and Google AdWords… we can help.
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