Sodexo Engage has launched the UK's first Brand Loyalty Index, looking at how loyal customers really are towards brands and why.
The research, conducted by Atomik, surveyed 7,000 consumers on hundreds of household name brands across supermarkets, mobile telephone services, home telephone and broadband providers, film & video subscription services, banks and building societies, utilities and services, insurance providers, comparison sites, technology, travel, leisure, food and drink (including alcoholic beverages), personal care and household.
The final Index ranks the 50 brands that UK consumers are most loyal to, which span food, drink, household and personal care, technology and supermarkets.
Consumers were questioned on their loyalty drivers including temptation to switch brands, favouritism, frequency of use, commitment, expectations and willingness to recommend the brand.
Other key findings include:
Chris Baldwin, Director of Consumer Promotions and Loyalty, Sodexo Engage, commented:
"The Brand Loyalty Index 2017 has offered new insight in to how loyal consumers really are to the brands we come across every day. The range and choice of products now available is bigger than ever before, increasing the cost involved in attracting new users, which is wasted if there is no focus on repeat purchasing. The Index proves that rewarding loyalty is being noticed by consumers and is an effective way to retain a customer base.
As well as being rewarded for loyalty, UK consumers also value brand heritage, quality of goods and consistency of quality."