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Store Loyalty or Brand Loyalty – Which is Stronger?

We all have our favorites. Whether it’s a favorite food, favorite song or favorite routine, each of us are independently partial to one thing versus another. So when it comes to shopping, it’s no surprise customers have their own personal favorites. Favorite sales associates, favorite times to shop, favorite colors, favorite styles… You get the idea. Among these favorites include favorite stores and favorite brands. So the question is – which loyalty is stronger? That of stores or that of brands?

In independent research conducted by Retail Minded, 100 female consumers between the ages of 19 and 30 voted in favor of store loyalty versus brand at a difference of 71 to 29. The same research was conducted with 100 female consumers between the ages of 31 and 55, with their preference being brands at a split of 63 to 27.

Based on feedback and comments collected during this research, many of the consumers had similiar viewpoints on a few key issues, including price, customer service and quality.  This included:

1. For the majority of consumers, price matters despite the store or the brand. Most consumers are willing to consider other options, whether store or brand, for a significant savings.

2. Customer service can impact a consumer’s decision to buy something despite store, brand or price. Outstanding customer service may not always be recognized with sales, however most consumers will remember great customer service and return to a specific store as a result.

3. The quality of a product is not always an influence on the consumer. This depends on the consumer, however is considered more as consumers get older. Preference to style is preferred over quality for the majority of those researched by 22%.

As a store owner, it’s important to acknowledge you can support customers with both loyalty to your store and loyalty to brands you sell. Wholesalers and brand representatives need to recognize that they can support retailers in helping promote their brand through product knowledge and other selling tips. This can increase brand awareness and ultimately help build brand loyalty. Finally, understanding how consumers decide on their purchases can influence how you can support them. Whether store loyal, brand loyal or a new customer with no loyalty established yet, each consumer can teach us a lesson as retail and wholesale professionals. Making sure to stay in touch with who your consumers are can add value to your business, whether you are a store or brand. And hopefully, along the way, you will fall into some favorite lists of your customers!


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