TruRating, a global technology platform specializing in consumer insights for retailers and brands, has released a report exploring the state of loyalty, following a survey of 180,000+ consumers in the United States conducted between June-July 2021.

Consumer data collected via a patented payment-integrated survey software, has revealed a noted shift in consumer behaviour, driven by the on-going disruptions of Covid in the retail sector.

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“As we enter a busy, critical period for retail, it’s vital that businesses understand their consumers state of mind, especially in light of the potential long-tail impacts of COVID.”

The survey consisting of six core questions revealed several insights into on-going consumer attitudes:

• 26% of consumers have changed the brands they buy due to Covid
• 60% of consumers feel an emotional connection to their favourite brands
• 68% of consumers are more loyal to their favourite brands since COVID
• 77% of consumers consider a brand’s values before purchasing

TruRating CEO Georgina Nelson said of the findings, “As we enter a busy, critical period for retail, it’s vital that businesses understand their consumers state of mind, especially in light of the potential long-tail impacts of COVID.”

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Global Head of Marketing and Innovation Amy Daugherty said, “I’ve worked in the industry for 20 years and loyalty has always been hard to track. Be it NPS or imperfect panels, you’re often dealing with out of date, unreliable data. This report presents a real-time view of shifting consumer behaviours – not just ‘how loyal’ shoppers are, but what’s driving that loyalty – and that’s completely unique.”

TruRating recently presented at Retail Week Live in London and will be exhibiting at the National Retail Federation’s annual showcase in New York in January 2022.