Pulse September 2015 - Page 15

Loyalty in the Digital Age is Not Dead, But Redefined report entitled Digital Dopamine: 2015 Global Digital Marketing Report by interactive agency Razorfish details how brand loyalty isn’t dead but is fundamentally redefined by digital. In fact, despite infinite choices online, the report found out that good digital experiences are enough to keep us loyal. Customers are also likely to be loyal to a brand that can offer a seamless online and offline experience. More than two-thirds of consumers in the United States, 69 percent in the United Kingdom and 77 percent in Brazil said they will only purchase products online if there is a “return” option. A Brands are also more likely to succeed in building loyalty if they focus more on creating useful experiences to customers. In fact, 86 percent of surveyed Americans and 88 percent Chinese respondents prefer brands that are useful over those that are interesting. Consumers, in general, expect to be rewarded for their loyalty. Ninety-two percent of Brazilians said it’s important for brands to reward their most loyal customers. Carefully assess how you are building loyalty to increasingly digital-savvy customers? Are you offering incentives and rewards? How are you making your business or product truly useful to them, making their lives easier in the process? September 2015 ■ PULSE 13