Warm Up
What are your favorite brands?
Do you like shopping?
What store do you not like?
Reading
Are you loyal to the brands you buy?
According to a new survey, most US shoppers are not. A OnePoll survey of 2,000 US adults found that 54% of people would stop using a brand after just one bad experience, with the top reason for changing brands being old or incorrect online product information. The survey also found that 58% of participants had recently stopped buying from a brand they used to love, and started buying from a different company.
Past research has found that companies have a 60%-70% chance of selling to customers who have bought from them before. But, the chance of selling to a new customer is just 5%-20%. This shows the need for businesses to encourage customer loyalty.
Participants said quality was most important when buying from a brand, with price being second most important. But, participants said there were other ways brands could win their loyalty. Remembering a customer's birthday, calling them by name, giving money to charity and helping the local community were all things participants thought were important for companies to do.
Although seven in 10 participants said they were still loyal to the brands they used growing up, 47% said they were attracted to brands that had enhanced product experiences, such as online communities and how-to videos. Also, When deciding on a brand to buy, 39% said they listen to their partner. Thirty-one percent listen to reviews, 30% listen to celebrities, and 29% listen to influencers.
Reading Comprehension
What percentage of participants were still loyal to the brands they used growing up?
What did participants say was most important when buying from a brand?
What chance do companies have of selling to customers who have bought from them before?
Discussion Questions
What are your thoughts on OnePoll's findings?
Have you ever stopped using a brand due to a bad experience?
Are there any brands that you're loyal to? How long have you been buying them?
Who do you tend to listen to when deciding on a brand to buy?
Do you find it surprising that companies only have a 5%-20% chance of selling to a new customer?
What brands or companies have you had the best experiences with recently?
Do any of the brands you buy have enhanced product experiences?
What companies do you associate with high quality products?
What stores in your country are known for having good prices?
Do you know anyone who works in customer service? Do you think you'd enjoy their job?
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