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ICSC Releases Brand-Loyalty Survey

July 17, 2017

Americans are brand-loyal, especially when it comes to retailers, according to a survey by ICSC Research. Underscoring the importance of physical retail, more than four-fifths (85 percent) of respondents said that the ability to see and touch merchandise increases their loyalty to a product brand, and roughly the same proportion (84 percent) said that this boosts their loyalty to a retail company.

Roughly 82 percent of adults say they are loyal to product brands, and 84 percent say they feel that way when it comes to retailers, the survey found. Members of the boomer generation are a particularly loyal lot, with 87 percent saying they stick to certain retailers, compared with 84 percent of Millennials and 82 percent of GenX-ers.

The top reasons respondents gave for their loyalty to specific retailers were price/value (92 percent); product quality (79 percent); variety and selection (71 percent); and store location (70 percent).

Three-quarters (77 percent) of respondents said the variety of brands offered at a store influences their decision to patronize it.

Brand loyalty remains strong across a range of products. Consumers are particularly product-loyal when it comes to food-and-beverage grocery purchases (92 percent), while 86 percent say they are that way about household goods such as paper towels and cleaning supplies; 85 percent said they are brand-loyal when it comes to electronics; 84 percent about health-and-beauty products; and 81 percent when they shop for apparel and footwear.

National brands win far more loyalty than store brands and local labels, the survey found. The results were based on a poll of 1,015 adults conducted June 22–25,2017.

For more information please see the full Industry Insights report: Consumers Confirm Loyalty to Retailers, Product-Brands.