60% of clothing customers shopping with more retailers than they did 5 years ago
Loyalty is getting harder – and here’s the proof. A Webloyalty survey has revealed that more than 60% of customers in clothing and footwear are shopping with more retailers than they did five years ago.
The figure is high for other categories too – including 56.7% for homewares, 55.3% for food and grocery, and 51.3% for health and beauty.
75% of customers tried new brands during the pandemic
A far-reaching McKinsey study has concluded that around 75% of customers across various retail sectors have tried new brands during the pandemic.
The reason cited for this increased promiscuity was product availability. Furthermore, most retail experts expect this pattern of constantly seeking out new brands to continue.
Customers spending more time browsing shops online
The battle for customer retention and loyalty has undoubtedly been complicated by the huge rise not just in online buying, but simply spending time online.
Another McKinsey survey during the heart of the pandemic in 2020 found that 37% of people were working less and spending more time online. Furthermore, 35% were browsing online shops for inspiration at least once a week.
And it seems that more online browsing resulting in less brand loyalty.