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AI Could Rescue ‘Frugal’ Consumer Loyalty, Say DMA Members

News   •   Jul 31, 2017 16:53 BST

Consumers today are “conflicted”, says the Direct Marketing Association (DMA); they want to be loyal, but don’t know who to trust.

This paradox manifests itself in the regulatory body’s latest batch of research, Customer Engagement 2017, which finds that while consumers are becoming increasingly loyal to brands, they are spending a lot more time researching the right brands and retailers to buy from.

It’s meant that the rate of those that stay loyal for both routine and special purchases has risen from 40%-50% in the last year, while 80% of consumers now show “some form” of brand loyalty.

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