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Based on a report from SAP Hybris the reasons why a consumer breaks with a brand were identified.
There are reasons why the consumer stops being interested in a brand, such as poor communication, as warned by a manager of Groovinads.
There are various factors by which a brand stops delighting the consumer and to combat these moments of loss, four brands resolved how to avoid further damage when suffering from this evil or how to simply avoid falling into that moment of loss, as noted in the study of SAPHybris.
Within the study reveals a insight very important and it is the one that reminds us how important it becomes to understand the market from the moments that motivate the breakup of brands with consumers.
In it, according to SAP Hybristhe 80 percent of them said that the main reason for breaking with a brand is the use of their data without consent; 71 percent with irresponsible customer service and 53 percent he said for making the same mistake twice with them.
For Humberto MartinezManaging Director of ROSMAR“being in constant communication with your client, because their needs are changing” is an essential factor to be able to innovate in the way that brands are adapting to the consumer, with very clear exercises of the convenience of being able to get involved in unexpected trends, such as those that have to do with the reasons why a brand ceases to be important to the consumer.
“Lund Digital Marketing Insights Survey” it’s a study where it was concluded that it motivates a consumer to stop following a brand on social networks. The 39 percent He assured that it was because he was simply no longer interested in the brand; 34 percent He assured that it was due to an excess of marketing and advertising; 32 percent regretted that the low quality of the content motivated them to leave the brand and 31 percent assured that the excessive amount of postings were the ones that motivated me to stop following the brand.
“A bad product does not sell. A poorly communicated product is not relevant to anyone,” he concluded. Ivan Santos, Country Manager of Groovinadswho together with Fernanda LoyoDirector of Marketing of Concha y Toro; as well as Paulina Juaristibrand director of Nu Bank; concluded in the strategic reasons that help a consumer to cut relationship with a brand, during the first day of activities of the National Congress of Digital Marketing 2022.