What does it mean to be loyal? According to Merriam-Webster, it means “having or showing complete and constant support for someone or something.”
Of course, having loyal customers — having their “complete and constant support” — is every brand’s Holy Grail. But especially for grocery stores, whose loyal customers will visit regularly, this translates into significant profit over time.
Too often, grocery retailers — most retailers, really — measure customer loyalty through repeat purchases. The more repeat purchasing, the more loyal the customer. But true loyalty is more emotional than that. Confining loyalty simply to purchase behavior only reinforces the transnational nature of the customer-company relationship. It says nothing about how customers feel about your brand, or even why they decide to shop with you in the first place.
What really drives loyalty? Is it discounts, rewards points, perks, and promotions? Or is it something else entirely? To find out, we went straight to the source: grocery shoppers.
By applying C Space’s proprietary Customer Quotient (CQ™) methodology to a group of more than 500 U.S. consumers, we analyzed their perceptions of and attitudes towards food retailers. The full results of our research can be found in Lessons in Loyalty: Which Grocery Retailers Intuitively “Get” Their Shoppers? Through both proprietary insights and marketplace examples, the report offers guidance on how grocery brands can make meaningful strides to hone empathy and understanding for their shoppers, and build stronger shopper loyalty as a result.
Recently, Adweek illustrated the key findings from our study in an infographic (reproduced below) that highlights which brands are driving loyalty through strong customer intuition, and why. C Space CEO Charles Trevail is also quoted, saying:
“The grocery industry is an increasingly crowded space, and every new innovation brings consumers more choices. This data proves that, rather than relying on short-term tactics like discounts and reward programs, building loyalty depends on a grocery retailer’s capacity to intuitively “get” its customers. The ones that are positioned for long-term growth are those retailers that are partnering with and drawing inspiration from their customers, delivering products and experiences that align and evolve with their values and priorities.”