Reasons for declining brand loyalty with the success of e-commerce

Brand loyalty is defined as the positive association that consumers associate with a particular brand as it shows through repeated purchases despite the presence of other competitors, but why did brand loyalty decline with the success of e-commerce in Saudi Arabia? In fact, there are many reasons why online shoppers are less interested in buying famous brands, such as the emergence of new brands that are distinguished by their affordable prices, in addition to the large number of obligations and life problems that preoccupied shoppers with them.

What are the reasons for low loyalty to brands?

• The increase in the number of electronic stores
• Weakness in keeping pace with the needs of shoppers
• Weak loyalty programs
• Changing shoppers' habits
• Poor customer service
• Lack of transparency in prices and quality
• Offers and discount codes

The increase in the number of electronic stores

Hardly a day passes without hearing about a new online store, regardless of its type or the products it provides. This has contributed to increasing competition between different online stores, including supermarkets, by providing the largest number of products. The shopper is now able to choose what It fits his needs and priorities without considering the brand's reputation or reputation.

Weakness in keeping pace with the needs of shoppers

The rapid development of the world has led to a significant increase in the different needs of the individual, so it was difficult for many brands to accommodate all these variables, to play a major role in the decline in the percentage of shoppers' loyalty to brands, even if they have a history of success.

Weak loyalty programs

Brands invest large sums in customer service and marketing to maintain the loyalty of their customers, but things do not always go with the planned suspicion, as some of these campaigns do not create an effective impact on the behavior of shoppers, and the product does not take root in their minds and cannot leave a positive image of the brand. It is necessary to create loyalty programs that target potential customers, but many brands neglecting this important strategy has led to the loss of many of their fans, especially with the emergence of many strong competitors.

Changing shoppers' habits

The thinking of shoppers is no longer the same as before. The development of economic activity, especially e-commerce, and the diversity of options and opportunities have contributed to increasing the shopper’s awareness about the fact that most brands are nothing but a scam. There are many other alternatives that can obtain the same quality at a lower price. Many other priorities in his life that he must provide first.

Poor customer service

Customer service is the cornerstone upon which the success of the brand or the online store is based. It is not possible to communicate with shoppers or identify their recommendations and needs without the presence of a specialized team to respond to customers, provide their requirements and solve their problems, as the weakness of this service leads to a significant decrease in shoppers’ demand for brand.

Lack of transparency in prices and quality

Not all brands provide clear prices for their products. Many online shoppers complain of seeing prices that are different from what is actually deducted from their accounts, and this is a real problem that weakens the loyalty of customers to the brand, and the deterioration of quality is a greater problem, as the shopper may overlook the price Sometimes, but quality remains the first priority, and that is why all information about the product must be shown in all transparency, and errors and negatives must be acknowledged in order for the shopper to make the right purchase decision.

Offers and discount coupons

Not long ago, there were not many offers and discounts offered, and coupons and discount codes were not originally known, as the shopper at that time was satisfied with what was available to him, but now with websites relying on the adoption of renewed offers and discounts in addition to effective coupons and discount codes. As a marketing policy, we have noticed an increase in the number of sales in these stores.