Customer loyalty was already on a decline before the pandemic, especially with Gen Z. But, COVID has impacted loyalty in a way that almost seems contradictory.

With so much uncertainty, people are looking for the trusted brands they know. Look at the cleaning aisle in stores, and you’ll see proof of that. My family always had a “stock up” mentality. We had the bright idea of reducing how much we have on hand of say, like, cleaning products, so we didn’t have to store it all. I mean, we could go to the store and pick up more whenever, right? We were in for a surprise when the ‘rona hit and people hoarded hand sanitizer and cleaning products like their life depended on it. The usual Lysol sprays and Clorox wipes that we knew to be reliable were gone. The dust bunnies of the back of the shelves were visible for the first time as stores struggled to keep anything in stock.

We tried this new brand of dish soap because it was the only one there. I won’t say the name because I can assure you that we won’t be buying it again. While we won’t purchase that dish soap again, we tried other products that we liked. We’re not alone too.

“Shock to loyalty remains with more than 75% of Americans trying new shopping behaviors during the crisis, including new methods, brands, and places, with the intention of sticking with them in the long-term.”
– MCKINSEY

Lack of product availability was the number one reason customers jumped ship. However, difficult shopping experiences were just as damaging to customer loyalty. Having an easy to navigate website/app and a frictionless returns process is key. Those are basics that are always important – but even more so when consumers have the stresses of availability and the economy to worry about too.

There are conflicting reports on the status of store loyalty programs with Wharton saying that they’re doing well and Forbes claiming the opposite. So, I’m not sure what to tell you about that. But, loyalty programs that have simple, real perks will always be better. (Think free shipping and returns, points for cash, and personalized services to make it feel exclusive.)

So, loyalty may be on the decline. However, that doesn’t mean that brands can’t work to inspire loyalty.

The biggest thing to remember is:

What do you want as a consumer?

Even if you have experience in marketing, you’re still a consumer too. What do you want? You want free shipping. You want an organized store or a clear, fast online system. You want a stocked inventory. I know that with COVID, it’s hard to guarantee that. But, maybe have an estimated time when you’ll be in stock? With creative solutions, you may just keep your most loyal fan base.

Loyalty comes from happy customers. Catering to them isn’t too hard. Ultimately, consumers want ease, convenience, and to feel good about the brand. Exactly what you want.