The French, more loyal to brands than to love?

Have you ever railed against these brands that court you ferociously when you are not a customer and who seem to completely forget about you when you become one? Once the wedding night is over, consumers feel like they are falling from a height.

Customers experience this feeling of disenchantment as a betrayal and sometimes express it vehemently. The Toluna Institute carried out a study on the relationship between brands and consumers a few years ago for Generix Group. Surprisingly, consumers seem quite willing to form a long-lasting relationship with a brand.

A very high idea of ​​loyalty

If we too often thought of them as frivolous and detached, flitting from one brand to another depending on financial profit or the quality of a product or service, the reality would be very different.

In this study we notice it the French have a great idea of ​​brand loyalty. They express this need through words recommending the brand to 58% (for single women this percentage rises to 64%), but also of systematic purchase of the same brand for 54% of them.

Pay 36%, they also keep themselves regularly informed about brand news. This is certainly verifiable among tech-savvy customers who often discover rumors and releases of high-tech gadgets, but fortunately for others, today it doesn’t stop there. Everyone can follow their favorite brands on social networks and stay informed about new products, promotions, brand developments, etc.

I have talked about customer loyalty several times in this blog (Loyalty: a new challenge in Marketing and How to retain your customers) and these figures demonstrate the interest that brands should have towards their customers. We know how much it costs to acquire a new customer, so we make the necessary efforts to retain those who have placed their trust in us. It’s a positive word of mouth that you will earn and a growth in turnover.

So we learn it 50% of French people are loyal to 2 or 3 brands maximum. Beyond that, the numbers drop rapidly, with only 15% for 4-5 brands. In addition to being faithful, more than half of them are ready to have an almost exclusive relationship!

Why are the French loyal?

We have seen how the French are ready to commit to the brand. Of course, a trigger is needed for this. This is the product quality who wins at 85%. Secondly, the brand’s propensity to reward loyalty of its customers with 42%, therefore its values pay 37%, its ability to reinvent itself at 35% and finally the existence of an emotional bond at 23%.

If you actually need quality products to attract your customers (this is obvious!), we realize that the behavior of the brand and its identity also have a certain importance in this choice. Finally, in this survey, emotional connection doesn’t seem to matter much to consumers. I think this data is partly distorted by the fact that it partly happens in our unconscious. We are not always aware of the emotional bond that binds us to a brand, yet it is there. Furthermore, it is difficult to admit an emotional connection to a brand in an increasingly consumerist and materialistic society.

But what keeps consumers loyal?

With their Latin roots, the French want to have a passionate experience with their favorite brands. When love only works in one direction, the most loving hearts end up getting tired. Too often, brands are only trying to acquire a new customer or prevent a dissatisfied customer from leaving. Between the two, there is the gray area.

Wide-area loyalty programs encourage consumers to remain loyal to their favorite brand.. Even small traders practice this type of discount, which is always appreciated by consumers. In contrast, mobile operators’ loyalty point offers are often too poor to satisfy customers. Worse still, what a disappointment when, having been loyal to a brand for years, the after-sales service disappoints you! AS, it is the entire marketing chain, once again, that must be called upon to maintain good relationships with the most loyal ones.

THE discount coupons they represent 84% of French consumer satisfaction. For 47%, these are product previewsprivate access to sales and invitations to events. Test of attention on the dates that matter, such as birthdays, holidays, holidays, they satisfy 45% of French people and finally 37% appreciate that we ask them for their opinion when we design new products or services.

However, 93% of French people regret that their loyalty is not rewarded often enough. For almost 30% of them, it never is! Only 7% are satisfied.

Brands expose themselves to consumer resentment

AND 58% of French people tolerate this situation with resignationothers may be more virulent. THE reprisals can take different forms:

• 42% buy the brand less
• 7% put pressure on the brand on social networks or review sites
• 6% will speak badly of it to those around them.

When a customer is not satisfied, the return is often commensurate with their disappointment. We notice that consumers have understood the importance of word of mouth. 58% recommend the brands they love and 13% will speak badly of them in the event of a negative experience.

Loyal customers are a solid foundation for a brandI’m the ambassadors. Brands need to pay special attention to them. We have often spoken on these pages about the power of word of mouth and disappointing this base means exposing yourself to a bad image. The most passionate are the ones who talk the most, for better… and for worse!

As I said above, it is a global strategy that must be implemented across all areas of the company. We must be able to identify loyal customers both at the after-sales service level, at the time of purchases, during the implementation of promotions, etc., and this cannot be done without solid cross-channel strategies. Unfortunately, the different departments of our companies are still, too often, organized in silos and do not allow cross-checking of this information in the customer life cycle.

These methods require a budget, a rethink of business thinking, communication and a different internal organization, but it is at this price that you will maintain the support of your most loyal customers.

The summary of the study results is available for download: presentation of the study