Attracting a new buyer today costs you much more than retaining them, and without a lasting bond, your marketing efforts risk evaporating without any long-term impact.

Yet consumer expectations are constantly changing and it is becoming increasingly complex to capture and retain their attention.

To get a clearer picture, we asked the people most directly concerned: What makes them buy? Why do they come back (or not)? What really makes them commit to a brand?

We conducted a survey of 1,082 British people aged 18 to 55 to understand:

• the factors of first purchase vs. the factors of repeat purchase
  
• what they are prepared to do for a brand to which they feel loyal
• what can break their loyalty to a brand
• what encourages them to sign up to a loyalty program
• what encourages them to refer
• the rewards they prefer
• ...