Allegiances to specific brands and retailers are waning. Shopping is increasingly about convenience and shoppers favor those brands that are there when they need them.
Brand switching is now increasingly commonplace, especially in Brazil, France, China, Colombia and Argentina where loyality is in rapid decline.
Shoppers see no reason to be tied down to particular retailers, channels or brands if they can get a better deal elsewhere. We address the challenge presented by the decline of loyalty and suggest how retailers and manufacturers should respond, through increasing physical availability, renewing relationships more often and casting a wider net to attract new shoppers.
For more information, read the blog: "How do I pin shoppers down?"