Shifting brand loyalty in majority of Australian consumers: Sitecore

The majority of Australian consumers are likely to try out different brand experiences, with only 1 in 4 being very loyal to their favourite brand, according to a Sitecore report on brand authenticity.

Consumers are confident about their favourite brand because they are predictable – it meets their expectations, guarantees satisfaction and never disappoints.

Financial services, consumer technology, and consumer goods deliver the most brand loyalty, with two-thirds believing their favourite brand is open, honest, transparent and authentic.

The study marks Sitecore’s debut brand authenticity report, it polled 1000 consumers in April and May 2022. Other insights include:

Transparency and Communication

The survey said 96% of Australian consumers believe it is important for the brand to be transparent about the price increase.

In terms of ways brands can make up for that, 33% of consumers prefer to have the reasons clearly communicated to them, 29% prefer to have a loyalty or bonus reward program, and 28% need no compensation – they understand the price increase might be necessary.

For industries, consumer technology, consumer goods and health & wellness receive the highest marks for transparency, while luxury retail and the banking sector receive the lowest.

92% of Australian consumers believe brands need to be perceived as treating their customers and employees fairly, with 60% suggesting they would pay more for products if they knew the staff was being well-paid.

Brand representation

Consumers love brands whose values align with their own, with nearly two in three expressing their favour towards those brands.

A slight majority (57%) of Australian consumers do not want brands to take moral stances on social issues. For most (69%), the price will still take precedence over a strong moral stance.

Minority-owned businesses may be struggling to have their story told – only one in four consumers say they are seeing more minority-owned products and services.

Shopping experiences

Mobile is a critical online shopping channel with lots of room for improvement. Four out of ten consumers have shopped on a mobile device, and half rank improvements to mobile shopping as the most important way a brand can refine the shopping experience.

However, physical shopping is unlikely to disappear as 46% of consumers say they ‘live for the experience’ of shopping in person, marking opportunities online and offline.

Empathy and understanding

For Australian consumers, actions that build stronger relationships include putting values into action, understanding in-the-moment needs, and remembering actions taken.

While all interactions are important, first impression, big purchases, and customer care touch points are the most critical

Three-quarters of Australians want brands to connect with them on a more personal level, and half have felt brands have been able to create a deeper connection via their online experience in the past year.


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