Men are more loyal to bars and women prefer to show their loyalty to shops. So says a new report from customer insight and loyalty specialist, The Logic Group.
I know what you are thinking (actually I don’t) but these stat based facts aren’t that surprising. The results of the survey (conducted by Ipsos MORI with over 2,000 UK consumers) however dig much deeper in to the brand loyalty dynamics between the sexes and suggest that brands are failing to inspire loyalty in men, at least comparatively speaking.
Further key stats – women were found to be significantly more likely than men to say they are loyal to the following organisations or places:
Supermarkets (68% vs. 59% of men)
Department stores (32% vs. 21% of men)
Clothes shops (36% vs. 24% of men)
Restaurants/coffee shops (35% vs. 30% of men)
Women are more likely than men to agree that:
Since the recession started, loyalty schemes have had more influence on what I’ve chosen to spend money on (19% vs. 15% of men)
Since the recession started, I have taken advantage more of the benefits provided by loyalty schemes (20% vs. 15% of men)
Anamaria Chiuzan, customer insight and loyalty specialist for The Logic Group said: “When it comes to brand loyalty men and women clearly have very different drivers and motivations. The challenge for brands is to capture these differences in their loyalty messages and programmes, ensuring that they offer the right deals and messages at an individual level. British consumers are incredibly diverse and a one size fits all approach will do nothing to increase feelings of loyalty amongst both men and women. Loyalty is about the customer experience underpinning engagement with a brand. A series of factors determine how that experience should be defined: age, sex, lifestyle etc. Loyalty succeeds when the brand messages are tailored to build an experience that resonates with different customer types.”
Grab the free full report here (requires registration)