Trends: Customer loyalty survives pandemic, study says

摘要

Though consumers have changed their shopping habits during the COVID-19 pandemic, a new study of American adults indicates that a majority of them – 57% – remained loyal to the brands they purchased before COVID-19 hit the U.S. The research from Merkle Inc., a loyalty solutions provider, suggests building brand loyalty pays off in a crisis when people change their routine. “This illustrates that once a consumer has become emotionally loyal to a brand, the relationship endures, even when change is present,” the report said. “If circumstances – such as items being out of stock – did require them to switch brands, consumers are willing to return to purchasing those brands when they become available.”