By Richard Nicoll, chief strategy & capability officer at Liquid Retail
In today’s commerce climate, shopper loyalty seems to be in short supply. Was it always like this? Well, it’s
debatable just how loyal shoppers were to brands and retailers before a shift took place when the pandemic hit.
Nowadays, shopper loyalty has become something of a myth, and competition for shopper spending is higher than ever. Shoppers have much more choice in terms of channels to shop or buy, leading to actual promiscuity in their buying behaviour. Even if they intend to be loyal to retailers and brands they love, with so many options being presented to them, it’s easy to get distracted.
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