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If you are... Customer loyalty The Events Co-ordinator The Lighting Guy The Audio Guy The Healthcare Professional ongoing decision-making often changes Consumers in africa and the Middle the relationship. For example, one-quarter East have much higher levels of absolute (24%) of respondents around the world loyalty to their cellphone brand and claimed absolute loyalty to their cellphone cellphone service provider than the global brand/service provider and financial average. thirty-five percent of people in institution – the highest loyalty percentage africa/Middle East are absolutely loyal to reported globally for any of the 16 the phone brand, while 28% expressed The CEO The Reporter The Corporate Gifter The Brand Manager categories measured.” unabiding loyalty to the service provider. Conversely, the lowest levels of loyalty Price is less of a motivator to switch on a global scale (where respondents said products or services in africa/Middle East they were not loyal and likely to switch) than in many other parts of the world. Loyalty programmes were found within the food and beverage in africa/Middle East, 33% of people would switch on the basis of price, while categories reviewed: alcoholic beverages don’t guarantee (43%); snack brands (39%); carbonated in north america the figure is 61% and The Filmmaker The PR Professional The Marketing Manager The Business Tycoon loyal behaviour beverages (38%) and cereal brands (37%). in Europe it is 54%. in africa/Middle East, quality (33%) “importantly, the relationship between the provider and the brands they sell can is viewed as being as important as price be quite different,” say the researchers. when it comes to being a motivator to “in the grocery sector, respondents switch products or services. expressed more loyalty to the retailer retailer loyalty programmes are less the global Survey of loyalty Sentiment (globally, 74% said they were loyal to prevalent in africa/Middle East that in The IT Guy The Graphic Designer The Advertising Guru The Caterer seeks to determine why consumers switch a grocery retailer) than they did to specific any other part of the world. only 42% of brands, service providers or retailers. brands (average 61% loyalty across the people in the region have access to loyalty it also attempts to identify the loyalty categories surveyed). programmes, versus 60% in asia-Pacific programme attributes that potentially have “By contrast, 76% of all respondents and 61% in Europe and north america. the most staying power. the survey polled professed a level of loyalty to a cellphone while the penetration of retail loyalty more than 29 000 internet respondents service provider, which was aligned with programmes is still relatively low by world visit in 58 countries and regions, including in 75% who also said they were loyal to standards, 87% of consumers in africa/ africa, to evaluate consumer views on cellphone brands. For online retailers, Middle East would like to participate in loyalty levels across 16 categories that global switching sentiment was higher such programmes if they were available. range from basic fast-moving consumer (39% claimed non-loyalty) than for other Businesses in africa/Middle East goods to technology products and retailers and service providers measured.” wishing to enrol shoppers in loyalty retail establishments. For food and beverage products, programmes need to be aware of The Hottest Marketing, Promotions nielsen’s researchers found that, on regional non-loyalty levels were highest concerns around the provision of average, more respondents professed in Europe, where 46% of respondents personal information. Consumers in the and Special Events Expo to be ‘disloyal’ than were ‘loyal’. However, said they were not faithful to snack brands region are more concerned (30%) than most people fell somewhere in the such as sweets, biscuits and chips (only shoppers in any other part of the world middle, claiming they were unlikely 10% claimed complete loyalty), which when it comes to providing person details To visit, pre-register at www.markex.co.za to switch brands or providers without was markedly lower than other regions. for this purpose. a significant incentive. Forty-two percent were also likely to too much communication with So how do you turn a fickle customer switch cereal brands and 43% claimed customers can be detrimental to the into a faithful follower? according to disloyalty to carbonated-beverage brands. success of loyalty programmes. thirty the report, you start by understanding “High levels of promotions offered percent of respondents in africa/Middle the needs and motivations that drive in snacks and beverage categories, East would opt-out of a programme if consumers’ purchase decisions. then particularly in Europe, condition there were too many emails of other markex you deploy the strategies and tactics consumers to shop around for deals,” forms of communication. Conversely, that deliver the most value. says Currie. “retailers can reverse the only 17% of north american respondents impact of falling basket values and lower would do so. marketing I promotions I special events marketing I promotions I special events Highest loyalty trip frequencies by better connecting with the research phase of the nielsen 10-12 June 14-15 August measurements the unique needs of their shoppers.” global loyalty Sentiment report was PHOTOS: istockphoto, sUppLiED Sandton Convention Centre Cape Town Convention Centre “the survey findings suggest a direct the following are some of the key conducted in 2013 and polled online link between the frequency of purchase points pertinent to african marketers (for consumers in asia-Pacific, Europe, latin and the level of loyalty to that category,” the purpose of the study, africa/Middle america, the Middle East, africa and For further information contact: says nielsen. “For everyday products, East is considered a single region): north america. Fran Lurie – Exhibition Manager franl@specialised.com +27 (0)82 570 7942 +27 (0)11 883 7837 56 strategicmarketingafrica Second quarter 2014 www.markex.co.za MARKEX 2014 ADVERT 210x275mm.indd 1 2014/03/19 10:51 AM