Home-grown brands in Australia are being put on the backburner in the eyes of consumers due to the amount of international firms looking to ply their trade in the country, reports warc.com.
Home-grown brands in Australia are being put on the backburner in the eyes of consumers due to the amount of international firms looking to ply their trade in the country, reports warc.com.
A report from marketing firm Epsilon, titled ‘2013 Consumer Loyalty Study’, surveyed 408 people last year in order to determine attitudes to companies in the clothing, grocery, financial services and travel sectors.
The report suggests a third of respondents claimed they are extremely or very loyal to the companies they use most often, while 30 per cent were fully prepared to ditch their favourite brands if they had a negative experience, such as incorrect billing or difficult refund policies.
As a result, ecommerce firms shipping to Australia need to make sure their backroom technology, such as an online merchant account, are in working order in a bid to avoid lost customer loyalty.
One reason for the trend is the strength of the Australian dollar, which has ‘enhanced consumers’ buying power when it comes to overseas-produced goods’.
Michael Kustreba, vice president of client services in Asia Pacific for Epsilon, commented on the trend to marketingmag.com.au: “The definition of consumer loyalty is constantly changing, especially in such a dynamic market.
“Brands must attune to consumer feedback in order to be successful in the Australian retail market,” he added.
Comments are closed.