Good service more important than price for UK internet users

Cajsa Lykke Carlson

Опубликовано
30 авг. 2016 г.

More than half of UK internet users, 52%, would continue to use a more expensive brand over a cheaper one, provided they received good service.

The survey, by Direct Marketing Association UK (DMA UK), Future Foundation, Acxiom, Organic and Relay42, also revealed that 48% think the quality of products is also a reason to keep using a brand rather than look for a cheaper deal. Nearly as many, 46%, said they are willing to pay for easier purchasing.

There's also some evidence that deals are not what attracts customer loyalty, but rather the experience of using the brand itself, with 30% of respondents citing a brand’s good deals and offers as a reason to stay with them. However, shoppers also like explicit loyalty schemes from their favorite retailers and brands, with nearly 50% saying they'd like a loyalty program and 40% saying they'd like exclusive access to items or deals.

Another survey, by management consulting company Rare, found that younger UK internet users are more likely to demonstrate brand loyalty if the brand is “fun,” while older users care less about fun and more about things like good values.

A recent forecast by Retail & Markets states that clothes and footwear will be the driving products behind a predicted growth in UK e-retail, which is set to increase by 42% over the next five years.