As ecommerce sales increase rapidly, accelerated by the pandemic, retailers are scrambling to get the operational side of their businesses up to scratch.
But what about the impact of the online sales boom on the backbone of a business, like consumer loyalty? Our new research gives a clear answer to brands in the US and far beyond – consumers are becoming less attached to brands in their online path to purchase. Here’s why – and what to do about it.
Our goal was to get quantified, in-depth insights on how increased buying online has affected people’s attachment to brands. This is pivotal right now to the growth of our clients who are bought more frequently online – and essential to future-proofing their marketing strategy as ecommerce has an ever-increasing impact on attitudes to brands and buying behaviour.
Using Wavemaker’s Momentum methodology and US database, we compared online and offline consumer decision journeys across multiple categories to research the effects and implications.
The lower brand attachment we uncovered is being driven by three factors:
That’s the bad news – a clear, fact-based dilemma for even the most successful online brands to address. The good news is that we’ve found and validated five ways to overcome this declining brand attachment and increase stickiness for online shoppers:
As ecommerce increases its share of sales in many (most) categories and changes the way we consider and buy brands, its impact on loyalty is big and set to get bigger. Unsurprisingly for such a complex space, there are no easy answers or quick fixes, but these five steps are a great start to protecting that precious goodwill towards your brand.
If you’d like to see the full research deck, please email [email protected], thank you
Dennis Potgraven, US Chief Strategy Officer