Consumers Love Brands that Love Them

[Sherman A1]

Nearly half (48 percent) of consumers between the ages 18-44 say the loyalty they feel toward brands stems from the types of experiences those brands create for them, according to a national survey conducted by Analytic Partners, a global marketing consultancy.

Such experiences can include interactions in the form of video/online gaming, social media and third-party expert information through blogs and articles.

"The general conclusion we can make from these findings is that people want to be loved by the brands that love them—loyalty has become a two way street," said Nancy Smith, founder and CEO of Analytic Partners. "No longer are the days when brands can advocate solely for themselves. In fact, the way brands spend their marketing dollars to interact with their consumers can ultimately have a real impact on profitability.

http://www.progressivegrocer.com/top-stories/headlines/shopper-behavior/id38906/consumers-love-brands-that-love-them/

Interesting quote from the article.... While fair pricing and excellent customer service are top of mind for most consumers, the baby boomer generation (ages 49-67) care more than any other age demographic that brands should be transparent about how their products are made (80 percent).

[R B Garr]

1. Interesting. I've become reliant on the online reviews myself

and typically do a search of reviews for a product before I buy it, especially with something expensive like cookware or yoga pants, that type of thing. Most of the time, it does increase my desire to buy that particular brand, i.e., All Clad or lululemon, etc. It does increase my enjoyment of purchasing it or seeking it out when reading about so many others who have experiences with it. I even benefitted a lot from a review of a nutmeg grinder. I bought it despite the review of its flaws, and I still think of that review when I have the same slippage problem they pointed out.


"Consequently, the determining factor for this lies within the reviews -- 75 percent feel that the reviews they read online play a major role in the purchases they make."