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Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

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One in four consumers less brand loyal in 2009

Almost one quarter of British consumers say they are less brand loyal now than they were 12 months ago, according to a survey commissioned by The Loyalty Practice at HS&P.

While 23% said they consider themselves to be "a bit less" or "much less" loyal to brands in 2009 than they were in 2008, only 9% considered themselves to be "much more" or "slightly more" brand-loyal.

The study also found that there is almost no real customer loyalty remaining in the country's travel sector, to which only 3% are "most loyal". This compared poorly with supermarkets, to which 33% of respondents said they were most loyal.

Other key findings of the survey included:

When it comes to age, consumers aged 60 and over are less likely to switch banks, while younger consumers put greater emphasis on their favourite telephone or internet service provider.
Compared to men, women are twice as loyal to their favourite fashion brands.
After supermarkets (at 33%), banks (23%) are the outlets that most respondents considered themselves loyal to, with airline and travel companies coming last with only 3%.
The single factor most likely to influence loyalty to a brand in the long term was "exclusive privileges offered to frequent buyers" (41%), with "special events including sales previews" coming last (only 15%).

According to Louise Isaacs, head of The Loyalty Practice, "With cash-conscious consumers paying closer attention to the purchases they make, businesses are having to fight harder to keep customers coming back. Travel brands are likely to fall low in the loyalty rankings because holidays and flights are low frequency purchases, having very few interactions with the consumer, and therefore fewer opportunities to build up relationships with them. Consequently, travel brands must focus more on engaging customers during their buying cycle to capture more data and build better relationships."

Sources: HS & P / The Marketing Factbook.
Copyright © 2009 - 2026 The Marketing Factbook.

Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)