Life is made of choices. Right from the big decisions like choosing a career and a college best suited for you to making simplistic routine decisions like choosing between drinking your favourite morning green tea or coffee. Our decision making powers are tested right from our childhood and we are always told to choose wisely. But what we are not prepared for are the choices where we cannot decide which is good or which is bad because both of the choices seem to be equally promising. Now, you might call it a first world problem but I always get stuck in between choosing my favourite brands. I mean one day it’s H&M and the next day I jump to Zara. Okay, to be honest I am more of a makeup person so my choices are always changing from Huda Beauty to Becca to Benefit . Seriously though, all of these brands have so much to offer that I am often found dabbling and switching between brands. Come to think of it, almost all of us are put in a situation like this sometime or the other and making a choice stuck in-between thousands of brands is not easy.
Now, I want you to close your eyes and think. Are you loyal to your favourite brand? Yeah, I know it’s a stupid question because you can never stay loyal. If you like a cute little top at Forever New, you are just gonna pick it up forgetting that your favourite brand is actually H&M. And this is exactly what I want to point out. Brand Loyalty is a concept of the past and no consumer can ever stay with a company forever. Let’s talk numbers, shall we? Today almost 73% of shoppers are willing to consider and try a new brand. Now, what does that say? If you’re a new fashion label it’s somewhat good news for you because then you will be able to attract customers, but the question is how long will it last. Two days later you’ll see the same customer set moving on from your label onto some other. Back in the day, when product information was relatively hard to come, consumers did not have many choices. They would associate themselves with one brand and shop from it for their whole life. But now an average person spends about 40 minutes on YouTube, 35 minutes on Facebook, 25 minutes on Snapchat and 15 minutes on Instagram according to report by Mediatrix. Now, with that much time being spent on the screen, getting the word out there is not at all difficult.
While this does sound depressing, there is only one way out and that’s offering their consumers the best service possible because no millennial of today is going to have the time for a bad shopping experience. One encounter with a rude shopping assistant and you can wave goodbye to that customer. Customer satisfaction and brand loyalty are infact two concepts that are intertwined with each other and hence they go together. If you are able to sow the seeds of satisfaction your brand loyalty is bound to blossom.