When Brands Are Fair-Weather Friends, Watch Out

27 06 2008

Marketing loyalty goes both ways. For consumers to be loyal to us, it pays to reward that loyalty in good times and bad. At Combe, we manage our Just For Men loyalty program online because it lets us keep the quality of our communication high, and our costs low. Everybody wins.

When times get tough, it reveals how much is true loyalty and how much is habit or weak preference. Today, the leap in prices for food basics (see chart from MarketingCharts.com) is leading nearly half of consumers to skip buying their favorite food brands.

No wonder fully half of consumers are saying they’re buying more private-label products in the last six months. How much loyalty has you brand shown its customers? How much loyalty are you seeing in return?