MORE LOYALTY COVERAGE
When it comes to loyalty, grocery shoppers have differing views of what it means to throw their weight behind certain brands. Following years of shopping disruptions and ongoing economic uncertainties, a recent study from 84.51°, Kroger’s retail data science, insights and media company, is taking a deeper look at what drives customer loyalty today, as well as how brands and retailers can respond.
According to the study, more than 30% of shoppers define loyalty based on their purchase behavior, 24% define it based on consideration and 43% base it on preference.
“To a majority of shoppers, brand loyalty means buying a brand ‘most often’ while being open to purchasing other brands,” the study states. “The same can be said for retailer loyalty. Only 6% of shoppers defined retailer loyalty as shopping at one retailer for all their needs, while 29% described it as a retailer where they shop ‘most often.’”
While this means that the basic definition of loyalty has shifted away from exclusivity, overall brand loyalty is strong for certain grocery and household items, and rising in other categories. The categories with the highest loyalty are laundry, soft drinks, coffee and bath tissue, while the categories with the lowest brand loyalty are eggs and refrigerated juice.