Episode 52

Settling the Brand Loyalty Debate

The old 80/20 rule is simply wrong. The top 20% of buyers actually account for only 50% of sales. So is brand loyalty still the secret to efficient growth or is the smart move to pursue new consumers?

In this episode, Elena, Angela, and Rob discuss the ongoing debate about whether it’s better to focus on building brand loyalty or driving new customer acquisition. The team reviews studies highlighting the importance of emotional connection and positive brand experiences in fostering both customer loyalty and acquisition, leading them to ask whether the two strategies really stand in opposition or could, just maybe, work together.

Topics Covered

• [01:00] What’s the fuss around brand loyalty all about?

• [03:30] How quality and brand experience affect loyalty

• [06:00] Debating acquisition vs retention for growth

• [10:00] The history of ‘double jeopardy’

• [18:00] How effective are loyalty programs, really?

• [21:30] How loyalty programs can be a source for first-party data

Resources:

2023 Kantar Article

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