Oracle research: Brand loyalty threatened by supply chain crisis

Cancelled orders and lengthy delays because of the supply chain crisis are seriously testing British consumers’ brand loyalty, with 85% of young shoppers saying they would rather switch labels than wait for their favourites to arrive, according to research from Oracle.

The company surveyed 1,000 people. 91% were worried that the aforementioned problems are here to stay.

77% have felt the supply pinch, which has been blamed on the impact of Covid and post-Brexit adjustments.

Feelings of frustration and anxiety are common place with 74% of people saying that future delays could cause them to cut ties with their favourite brands permanently.  

But a faith in technology to help iron out kinks in the supply chain is strong, with 70% stating they would be more willing to buy from a brand they knew used artificial intelligence to manage their supply chain

‘Businesses need to be able to provide a consistent and transparent service to customers or risk losing them, with some consumers willing to sacrifice the product quality for the ease of delivery,” says Emma Sutton, Chief Customer Officer, EMEA Consulting, Business Transformation, Oracle.

“Supply chains are global but the technology is available to manage them from anywhere in the world, predicting disruption in order to get ahead of it, and keeping customers updated in real-time.”