Report Identifies Keys to Creating Brand Loyalty, Gap in Personalization

Messaging and loyalty platform Marigold today released new consumer research evaluating what drives customer relationships and purchases for 200 global brands. The “Relationship Marketing Trends: Brand Rankings Report” ranks brands based on personalization, omnichannel experience, trust and loyalty.

Consumers indicate three factors in their purchase decisions that are more important than price: trust, brand loyalty and cross-platform consistency.

Key takeaways from the report include:

• Retail brands dominate the top of this year’s list, with Walmart, Sam’s Club, CVS Health, Boots, Chewy, Adidas, PetSmart, John Lewis and Home Depot all falling within the top 15. 
• Effective loyalty programs differentiate brands and foster customer retention. While 60% of consumers are pessimistic about today's cost of living, nearly 70% of consumers say they will pay a premium for brands they are loyal to. 
• Personalization is essential but often lacking. 62% of consumers say their favorite brand treats them like individuals, although 40% are still frustrated by irrelevant brand content and messages. 
• Zero-party data is key to increasing personalization. Retailers, in particular, are zeroing in on zero-party data strategies to reward customers for engaging in surveys and polls to deliver highly personalized offers and experiences.
• Omnichannel experiences engage loyal customers. The strongest brands create consistent customer experiences across channels. 24% of consumers say they prioritize a consistent digital experience over price when making purchase decisions.
• Trust is essential for collecting personal data and fostering brand loyalty. Over half of consumers (57%) say their favorite brands use their data in a way that makes them feel comfortable, and 49% consider brand reputation more important than price when purchasing.