The study presents 12 actionable tactics brands
and marketers can take to build loyalty with their customers
Intuit Inc. (Nasdaq: INTU), the global financial technology
platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and
Mailchimp, today released a new report, “The Science of Loyalty,”
focused on the drivers behind consumer behavior and tangible
insights that marketers can take to build loyalty and cultivate
meaningful relationships between their brand and its customer base.
The report includes findings from a survey of 4,000 consumers
across the United States, Canada, the United Kingdom and Australia
- with 1,000 participants per market - and qualitative interviews
with eight global marketing experts. It also introduces new
resources like the Loyalty Wheel, a proprietary framework that
breaks down the fundamental pillars of loyalty within the consumer
brain.
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the full release here:
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The Loyalty Wheel framework established
in Intuit Mailchimp's latest report, The Science of Loyalty,
distills loyalty into four neurobiological principles: reward,
memory, emotion, and social interaction. These fundamental pillars
of loyalty can be broken down into 10 behavioral elements that help
us understand the scientific underpinnings of loyal actions.
(Graphic: Business Wire)
“The Science of Loyalty” uncovered that as brands and marketers
build stronger relationships with their existing customer base,
those customers are significantly more likely to purchase from the
brand again, a cost-effective solution to the rising costs and
resources it takes to acquire new customers. Diving into
science-backed loyalty strategies can assist brands and marketers
with setting their brand apart from the competition.
Approximately 70% of consumers emphasize that it’s important for
them to buy from the “right brand,” reflecting a desire for more
conscious decision-making.
“Loyalty is more important than ever,” said Michelle Taite,
Chief Marketing Officer at Intuit Mailchimp. “In today’s
ever-changing business landscape, characterized by overwhelming
amounts of data and endless options, brands and marketers should be
equipped with the tools and resources needed for marketing
strategies that make an impact and build meaningful connections
that drive loyalty with their customers."
The Commitment Spectrum
The report finds that loyalty falls on a spectrum. To better
understand the types of loyal customers, Mailchimp created a
commitment spectrum, which ranges from “inert” to “fandom” loyalty.
Loyalty begins on an inert level, where consumers purchase from a
brand not out of preference, but out of convenience. Moving up the
spectrum, other loyalty categories include habitual loyalty, where
loyalty emerges from routine rather than emotional ties, followed
by dedicated loyalty, where consumers form an emotional connection
to the brand's vision and purpose. What many brands and marketers
view as the pinnacle of loyalty—fandom—is characterized by a strong
emotional bond and shared values amongst the brand's community.
While inspiring fandom may be the goal for many brands and
marketers, only 13% of respondents belonged to the fandom
loyalty group. Experts like Richard Shotton, author of The
Illusion of Choice, caution that such affiliations can be extremely
hard to cultivate and may not make sense for every brand. Most
brands are likely to have a mix of all of these customers, and a
good strategy should have tactical approaches that target different
levels of commitment.
“I think a goal like loyalty, whereby people avoid better
alternatives out of a sense of obligation or genuine passion, is
phenomenally hard to achieve,” said Shotton. “The danger is that
marketers overestimate their chances of achieving that and maybe
convert their budget into smaller sales rather than [pursuing] the
much, much simpler goal of habit.”
The 12 Tactics of Loyalty
To better understand the inner workings of loyalty, the report
outlines “12 Tactics of Loyalty” to assist brands and marketers
with building meaningful relationships with consumers.
- Smart exposure: Be top-of-mind with strategically placed
brand codes and symbols. Almost half (46%) of repeat purchasers
said they know a lot about the brands they purchase from. This
rises to 60% among Fandom purchasers, who feel they know the brand
best.
- Familiar foundations: Build familiarity by showing up in
trusted spaces. About half (49%) of repeat purchasers said that
recommendations from friends or family help them decide what to
buy, rising to 72% among 18-24 year olds.
- Choice validation: To encourage renewed commitment, help
customers feel justified in their choice. Only 52% of inert
customers and 51% of habitual had a very favorable opinion of their
preferred brand, but this rises to 84% among fandom
purchasers.
- New routines: Build repeat purchases into your
customer’s routine. Routines are powerful drivers of loyalty. 35%
of those who purchase on a daily or weekly basis said their
preferred brand was the only one they’d consider (vs 22% among
those purchasing monthly or less).
- Smooth selling: Remove obstacles that could disrupt
customers' shopping journey. 97% of repeat purchasers said their
preferred brand makes it quick and easy to purchase.
- Easy decisions: Create friction-free experiences that
combat choice fatigue. 47% of all email subscribers explore new
product offerings through brand emails and 39% went on to make a
purchase after reading the message.
- Gift giving: Promote organic peer-to-peer marketing
through gift giving. Less than half (37%) of customers have
recommended their preferred brand to friends or family and only 22%
have given it as a gift, revealing an untapped opportunity for
brands to spread the word. However, this increases among 18-24 year
olds, of which 43% have recommended their preferred brand to family
and friends and 30% have given it as a gift.
- Insider status: Help customers feel heard by asking for,
and responding to, feedback. The most popular method of contact is
email with over half (57%) of shoppers looking to keep in touch
with brands this way. This is followed by SMS (17%) and social
media (17%). If a brand can’t offer quality customer service across
channels, 1 in 4 said they would consider switching brands.
- Meaningful rewards: Personalize reward programs with
customer lifestyles to boost satisfaction. While 45% of repeat
purchasers said they’d like their preferred brand to provide them
with deals or discounts, rewards aren’t always about monetary
incentives. In fact, 87% said their preferred brand made them feel
good, which was the second biggest driver of loyalty, after
consistency.
- Game on: Gamify your rewards to foster a sense of
achievement and fun. 29% of repeat purchasers said they’d like to
receive loyalty reward perks from their preferred brand. However,
currently only 16% have joined a loyalty benefits program,
suggesting untapped potential.
- Shared Interests: Build emotional resonance by aligning
with a cultural niche or value. 1 in 4 (26%) of consumers said they
would consider switching brands due to environmental impact or
unethical manufacturing, rising to 34% among 18-24 year old
shoppers.
- Sense Of Ownership: Actively engage consumers to foster
a sense of co-collaboration. Customers are keen to provide their
thoughts and experiences to brands, with over 1 in 4 (29%) email
subscribers participating in surveys or feedback.
Why Brands and Marketers Should Care
Experts like Denise Lee Yohn, author of What Great Brands Do:
The Seven Brand-Building Principles that Separate the Best from the
Rest, describes loyalty as not just a marketing goal, but a
comprehensive business strategy. In an era marked by
choice-overload, loyalty is a strategic imperative for brands
seeking sustainable growth and resilience. Marketers must be able
to navigate the complex terrain of consumer behavior effectively
and recalibrate their marketing strategies. Using the tactics
outlined in the Strategic Loyalty Playbook, brands and marketers
will be one step closer to engaging with customers in a holistic
way and deepening relationships that positively impact their
marketing goals.
To further explore loyalty— how it’s fostered, the role of
trust, and how fandom factors into consumer behavior—head to
Mailchimp Presents to check out our latest Loyalty Film
Collection, featuring documentaries that celebrate the dynamics of
loyalty.
All statistics from a Canvas8 conducted panel-sample online
survey on behalf of Intuit Mailchimp February 17–27, 2024
consisting of 4,000 respondents (1000 from each of the US, UK,
Australia, Canada ages 18 to 65). The margin of error is +/- 5.5
percent, as reported at a 95 percent confidence level.
About Intuit Mailchimp:
Intuit Mailchimp is an email and marketing automations platform
for growing businesses. We empower millions of customers around the
world to start and grow their businesses with world-class marketing
technology, award-winning customer support, and inspiring content.
Mailchimp puts data-backed recommendations at the heart of your
marketing, so you can find and engage customers across email,
social media, landing pages, and advertising—automatically and with
the power of AI. In 2021, Mailchimp was acquired by Intuit Inc.
(Nasdaq: INTU), the global financial technology platform that makes
Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp.
About Intuit:
Intuit is the global financial technology platform that powers
prosperity for the people and communities we serve. With
approximately 100 million customers worldwide using products such
as TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe
that everyone should have the opportunity to prosper. We never stop
working to find new, innovative ways to make that possible. Please
visit us at Intuit.com and find us on social for the latest
information about Intuit and our products and services.
About Canvas8:
Canvas8 is an award-winning strategic insights practice
operating out of London, LA, New York, and Singapore. Its focus is
on enabling organizations to be better, by understanding changes in
human culture and behavior.
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