Consumers becoming more promiscuous with brand loyalty: The Works’ Paul Swann
When it comes to brand loyalty, customers are behaving in a more promiscuous manner, the creative partner at RXP’s The Works, Paul Swann, has told the audience at Mumbrella’s Retail Marketing Summit.
Swann said despite the ongoing perception it’s younger people who are less loyal to the brands they spend time with, “we are all switching more, and we are all more promiscuous”.
Karen Messit, Paul Swann, Tina Cardinale and Radinck Van Vollenhoven
Did Karen Messit actually say that marketers should be targetting children as young at 2 or was this paraphrasing?
If she actually did say this did anyone in the room question it?
I think Karen’s point was that children as young as 2 have the ability to recognize brands. Ie. They know a minion when they see it.
Her view was that loyalty is a long term quest and that every brand interaction, even from a young age, forms a lasting memory structure.
I wonder about this concept. In a relationship there is two way loyalty. I have not seen much on how companies are loyal to their customers.
It think all this talk of company purpose within the community and customer loyalty via a few perks is completely undermined by many corporations actions when not paying tax. It may technically be within accounting rules, but it doesn’t show much loyalty to Australian society and hence why most Australians don’t feel any brand loyalty in return.