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eMoney News

Brand loyalty 'is reducing in US'
9 Sep 2011

Loyalty scheme members in the US are becoming less reliant on familiar brands by branching out to alternative products, it has been revealed.

Market research company Catalina Marketing noted that consumers have changed their shopping habits during the past year, favouring different items than those commonly selected.

Findings revealed that 46 per cent of highly loyal scheme members, who previously made 70 per cent of purchases with a single brand, had selected new choices.

Researchers suggested that manufacturers failing to engage with their target audience was one of the primary reasons behind the changing consumer trends.

Catalina Marketing's Todd Morris, said: "We would be better suited to move toward looking at customer lifetime value and … real revenue growth could be found in small groups of consumers who offer … revenue potential."

This news comes after the Yorkshire Post highlighted the dangers of joining loyalty schemes then failing to pay off the cost of purchased items.