Beautiful Britain Report 2017 Beautiful Britain 2017_Report_WRF2_Spreads | Page 12

A trend towards a lack of loyalty has been a recurring theme over the last few years . But a fifth ( 22 %) of you told us you think this behaviour has declined in the last year . Over half say that customers did not become less loyal in 2016 .

The West Midlands has seen the biggest drop in waning customer loyalty , with a fall of 32 %, while the North East registered the second biggest decrease of 29 %. Northern Ireland ’ s customers appear to be the least loyal , with 38 % of respondents in this region telling us that they ’ ve seen loyalty decrease rather than increase .

BARRIERS TO LOYALTY

Our results show that its competition from other businesses , rather than online vouchers or discount websites , that provides the biggest obstacle to achieving customer loyalty .

This is a particular worry for barbers – almost two thirds ( 62 %) feeling that the threat from competition has gone up following the recent upsurge in industry popularity , compared with 50 % of salon professionals and 44 % of mobile workers .

SEEING INCREASED COMPETITION FROM OTHER BUSINESSES Barbers 62 %

Mobile workers 44 %

Salon professionals 50 %

CUSTOMER LOYALTY IN THE UK ( THE PERCENTAGE OF PROFESSIONALS WHO SAY IT IS HARDER TO COME BY )

REGION

2016 55 % 52 % 45 % 55 % 62 % 76 % 58 % 44 % 55 % 39 % 57 % 58 %

2017 40 % 36 % 35 % 43 % 44 % 49 % 42 % 35 % 36 % 47 % 41 % 46 %

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