High street sees lowest loyalty
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British retailers are seeing the lowest customer loyalty and it affects all sectors, according to a new study.
Market research by eDigitalResearch found there was low loyalty across all major UK industries despite an increase in loyalty scheme.
Less than half of customers felt they were loyal to a travel company alongside other industries, while only 26% thought they were loyal to their bank.
“Loyalty schemes have been a big success for retailers, restaurants and other consumer facing industries in the past several years. They give customers the best deal by encouraging them to visit a brand over and over again and were quickly adopted by consumers as they shopped around for the best deal.,” said Derek Eccleston, commercial director at eDigitalResearch.
“However, price isn’t always the key differentiator between brands these days. With levels of loyalty across UK industries so low, building a good relationship with your entire customer base is essential and providing a consistent customer experience is key to that,” he added.
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