UK e-commerce businesses need to work harder to prevent consumers switching brands, says a new research from Fresh Relevance suggests. Around 35 per cent among the 2,000 respondents say, they frequently try new brands and have no problem switching from a brand they have used previously. Meanwhile, 42 per cent say they prefer shopping with brands they have previously shopped with but would switch to a different brand depending on the circumstances.

Around 40 per cent respondents say, they have switched brands in the past because a different brand offered a better price. In addition to price, convenience is a key factor when it comes to loyalty, with 27 per cent staying loyal to brands that make it easy to buy again. Delivering great customer service is also a key factor in retaining loyal customers.

Around 23 per cent respondents say, they have switched more frequently since the pandemic began. Another 23 per cent say, tried a new brand during Black Friday or Christmas 2021. This was particularly the case for younger consumers, with 38 per cent of respondents aged 16-34 saying they purchased from a brand for the first time during this period.

Mike Austin, CEO & Co –Founder, says, brands can improve customer loyalty and deter consumers from switching brands by optimising out-of-stock pages, implementing a referral program, segmenting returning customers to target them with loyalty perks, and setting up triggered emails, such as replenishment messages, to improve customer service.