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Tag: brand loyalty

Why e-commerce and customer loyalty don’t go together

E-commerce companies are a dime a dozen in India nowadays. Google for any product, and chances are you’ll get multiple links on the first page to buy it online. But as the market matures and new customer acquisition becomes more expensive, the biggest challenge facing e-tailers is how to cultivate customer loyalty.

Unfortunately, that’s easier said than done. E-commerce and customer loyalty aren’t exactly made for each other. There are a number of reasons for this:

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The difference between brand loyalty and brand preference

The word “brand” is probably the most abused word in marketing today. You’ll hear it being bandied about in almost every marketing discussion, with everyone assuming that everyone else knows exactly what it means. And it’s taken as accepted wisdom that it is the job of marketing to create brand loyalty. Well, it’s not.

But before we get into why it isn’t, we need to define our terms. I define the term “brand” from the customer’s perspective, as:

A set of experiences with a company that are transformed and codified into an attitude towards the company’s products, services, etc.

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