Brand Loyalty is losing relevance
In a world where shoppers have limitless options and information at their fingertips, the role that brand plays in their decision is minimizing.
76% of shoppers want to be as informed as possible when making a purchase decision. Where are they going for that information? How influential is it to them? What opportunities do brands have to intersect with shoppers at the right time?
Our Shopper Influence research uses our proprietary methodology to reveal practical, tangible solutions for our clients.
Traditional research asks the wrong questions
Our research has proven that brand loyalty is a misleading metric that results in unactionable data, at best, and incorrect data, at worst. It’s based on what we call Brand Narcissism: the research focuses too much on what the brand thinks about itself, rather than on what the shopper wants and needs.
Shoppers don’t think in terms of loyalty and they sure don’t act on it: they’re promiscuous. They focus on their needs and are willing to continuously try new products, brands, and experiences to find the best fit. This is a new reality for brands and it demands a new methodology.
We’ve been building this for over a decade
This methodology was born in 2010 when our leadership began formulating a new approach to shopper research. That led to our work for Google on their groundbreaking Zero Moment of Truth (ZMOT) research in 2011 which redefined how brands approach shoppers in the digital era. At that point in internet history, companies like Google and Facebook had to convince brands to advertise on their platforms. Ecommerce sales in the US amounted to fewer than 5% of total retail. Our Google ZMOT study found that people were doing more of their shopping and research online than executives expected, and made the powerful case that digital advertising would be an indispensable part of modern commerce.
A decade later, the world has changed. So much of the shopping process happens online, even if the actual purchase isn’t part of the 13% share of retail sales that happen there. In 2021, our research found that 60% of shoppers always research a product online before purchasing. About the same number look it up on their smartphone while they’re in the store. How do you know whether your shopper got the final push to buy your product from the shelf display or an online review that they read on the spot?
These dynamic forces require a new approach and we're excited to share our powerful methodology with you.
This can drive real business results
Our Shopper Influence methodology has powered insights for companies like Google, Schwab, Bose, Fortune Brands, and others. It’s applicable across categories, geography, and customer segments. Reach out to us today to find out more about how we can put Alter Agents' Shopper Influence to work for your team.