Consumers are increasingly loyal to brands, but at the same time they put more effort into researching and finding deals.
This paradox is at the heart of the modern customer, according to the Customer Engagement 2017 research from the DMA, which reveals those who stay loyal for both routine and special purchases has risen from 40% in 2016 to 50% in 2017.
This infographic summarises the research findings and explores how to win trust and loyalty.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.