2.5 million Tesco customers 'at serious risk of defection'
The research shows how smart, well regarded, retailers can exploit the soft underbelly of weaker, less competitive, retailers and their brands.
Colin Harper, director of insight for the Retail Bulletin commented: "We have developed two sensitive, and very actionable approaches, The Loyalty Balance sheet and the BrandGram."
He added: "Basing these insights on the web and social media means that competitors can target hot spots of disaffection, or companies under threat can address the issues to rebuild trust and confidence."
The research was externally validated against standard research techniques which, themselves, have already been proved to have a strong relationship to organisation or brand profitability.
The Co-op (Food and Pharmacy), B&Q, Dorothy Perkins, River Island, Bhs and Lloyds Chemist headed the list of Store Groups whose customers are easiest to poach.
The research also identified the best methods for retailers to move competitors’ customers.
This brand new research will be unveiled at a special breakfast briefing to co-incide with the Retail Bulletin’s 5th Annual Customer Loyalty Conference 2014 on 10 June. The briefing is from 08.00 – 09.10 at the Cavendish Conference Centre, London. Registration for the briefing part of the day is free for retailers. Click here for breakfast briefing registration.
Click here for the full day Customer Loyalty Conference.
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