Narvar publishes brand loyalty research
Narvar has launched its Hierarchy of Needs report, showcasing the factors which make customers buy again (spoiler alert, it’s not discounts or coupons).
The venture, which surveyed 2,000 UK consumers, has highlighted the four C’s which make up what it calls the ‘post-purchase hierarchy of needs’: Communication, Choice, Control and Connection.
“The retail industry today is fiercely competitive, and brand loyalty is important. It’s not enough to just acquire new customers, you’ve got to keep them coming back too,” says Anthony Gavin, EMEA Director, Narvar.
“86% of consumers agree that the post-purchase experience they receive is fundamental to their decision to buy again. This shows us that these experiences beyond the buy button are rapidly becoming the new battlefront for differentiation upon which retail profits hang. For the first time, the ‘post-purchase hierarchy of needs’ illustrates which key ingredients make up a perfect post-sale experience. This will help brands to deliver their recipes for building brand loyalty.”