CONSUMER LOYALTY IS SOMETHING THAT NO BRAND CAN TAKE FOR
GRANTED. SHOPPERS ARE USED TO THE PREVALENCE AND VARIETY
OF PROMOTION THAT DEVELOPED DURING THE ECONOMIC
DOWNTURN, PARITULARLY IN THE FMCG (FAST-MOVING CONSUMER
GOOD) AND LEISURE SECTORS. CONSUMERS NOW EXPECT TO BUY ON
DISCOUNT AND WOULD NOT HESITATE TO SWITCH TO A DIFFERENT
BRAND TO GET A BETTER DEAL. BRANDS THAT WANT TO CREATE
REAL LOYALTY THROUGH PROMOTIONS WOULD BENEFIT FROM
INTRODUCING VALUE-ADDED OFFERS AND FOCUSING ON IMPROVING
THEIR CUSTOMER SERVICE, RATHER THAN SUMPLY GETTING INVOLVED
IN A PRICE WAR THEIR COMPETITORS.
http://store.mintel.com/the-savvy-shopper-uk-december-2013