The internet is flooded with options for online buyers, and each comes with several added offers like discounts, cashbacks and free delivery. According to an
Accenture survey, almost 70% of Indian consumers do not differentiate between providers. This suggests that with increasing options, brand loyalty among consumers may be on the decline. Customers may want utilitarian value for their money and time, and hence may choose the best offer available.
Initially, this compelled online businesses to believe that sales and offers are a way to win brand loyalty. However, over a period of a few years brands have come to realize that this is not a sustainable model of building loyalty. After all, if one’s competitors launch better schemes, the brand could lose their customers instantly, as the brand’s offers are the only thing keeping them hooked. Moreover, the one-to-one interaction that in-store purchases offer is missing in online shopping. Therefore, it is safe to say that building brand loyalty online depends on the quality of goods you sell, the offers you provide and your customer service.