YouGov Customer Loyalty Rankings 2020 revealed that Emirates and Almarai are the brands with the most loyal customers in the UAE and Saudi measured by reconsideration scores amongst customers of each brand.
YouGov BrandIndex measures the public’s perception of brands on a daily basis across a range of metrics. The Customer Loyalty rankings are compiled using the Consideration score amongst the brands’ own Current Customers.
Within the top 10 in the UAE, the biggest movers were Lurpak, a new entry at tenth up from fifteenth last year, and Dettol, up to sixth this year from tenth last year.
Despite the flight restrictions in place, loyalty towards leading carrier brands has remained strong in the UAE and KSA. After Emirates (ranked 1st), Etihad appeared in the UAE rankings in fifth. In KSA, Emirates has emerged as the biggest mover within the top 10 brands, making a new entry into the list in seventh, up from fifteenth last year. Saudia’s strong loyalty among Saudi customers landed it the second place in the 2020 rankings.
Popular handset brand, iPhone makes an appearance in the Loyalty rankings in both countries. In the UAE and Saudi loyalty from customers towards the brand remains strong, not showing change in reconsideration rates despite its status as a luxury item in the midst of a tough economic climate.
YouGov BrandIndex has also released the ten “most improved” brands of the past year- brands that have registered the largest improvement to their loyalty score in the past year. Majid Al Futtaim is the “most improved” brand of the past year in the UAE, with a rise of +9.6 points to its Loyalty score. The brand also makes an appearance in the improvers’ list of Saudi in the sixth position.
In Saudi, Al Raya is the “most improved” brand of the past year, with a rise of +7.7 points to its Loyalty score.
Consumer brands dominate the list of improvers this year, highlighting the role of familiar FMCG power brands in maintaining comfort through periods of prolonged lockdown and social distancing. Brands like Mirinda, Fanta and Cheetos make an appearance in the UAE list.