Customer loyalty and advocacy shift dramatically amid coronavirus outbreak

75% of global consumers are reporting less work due to Covid-19 and, as a result, 60% have modified purchases to focus on essential items, like food and safety products, according to research by Selligent.

The company surveyed 5,000 people and also found that, when it comes to interactions with brands, 76% expect real-time email or mobile updates, while 81% value flexibility in returns or cancellations.

Other key findings include: 58% are prepared for a future of remote work, and 56% expect to make new purchases to reflect the shift; Consumers are buying more frequently, with 36% shopping online weekly, up from 28% before the coronavirus outbreak.

Loyalty and advocacy are also shifting. Only 8% of consumers noted that “brand name” mattered when it came to their buying loyalty, while 51% believed that free products and buyer perks (secret sales, free shipping, promo codes) were the best ways for brands to show they care.

“Understanding how drastically consumers have changed since the start of the pandemic will position marketers to better anticipate and serve the individual needs of their customers moving forward,” says Karthik Kripapuri, CEO at Selligent.

“It’s clear that listening to customers more closely, frequently looking for opportunities to deliver customer first experiences, and developing programmes that reward buyers for their loyalty and advocacy will support an organisation’s ability to, not only survive today’s challenging environment, but thrive in it.”