How to Sway the Loyal British Shopper…
The results of YouGov’s BrandIndex survey have shown the fierce loyalty that British shoppers have for well-established brands. Measuring customer perceptions of brands’ quality, value, impression, satisfaction and reputation, the UK list of results was made up predominantly of long-standing brands such as John Lewis and Marks & Spencer.
As a comparison, 79% of UK respondents said they were loyal to 1-5 brands, whereas just 65% of US consumers said the same. With this being so, where does this leave new brands or foreign brands who are looking to move to the UK?
The route to success in the UK is to use data-driven personalisation to create customer interest, purchases and eventually loyalty. A Qubit report has shown that personalisation is valuable – with half of UK respondents saying that they like and enjoy receiving personalised, relevant product recommendations, whilst the same survey also reported that only half of the UK respondents feel that their favourite shopping sites actually do so. This appetite for a personalised experience proves that there is space for new competitors in the UK market.
Qubit has also reported on the most effective e-commerce techniques, which showed that scarcity tactics, social proof and urgency messaging had the greatest impact on revenue, whilst redesigning a site, changing navigation and moving buttons had a neutral or even negative effect on revenue.
As an example, Thomas Cook Airlines noticed that 93% of their travellers were either searching online, or expressing a preference for booking online. Using this information, Thomas Cook decided to make persuasive personalisation their key strategy for creating compelling customer experiences, ensuring that visitors return to their site to book a flight.
Thomas Cook increased urgency, by showing what other customers on the same flight route were purchasing, which was combined with social proof and machine learning to bring about a 1.6% increase in purchases.