Customer loyalty versus shopping channels

In the UK and US, it’s no surprise that most consumers do at least part of their mobile phone shopping online. This trend is expected to intensify in the next five years, yet it poses a growing challenge to customer retention.

Online shoppers tend to show less brand loyalty, with many open to switching providers or device brands if it better suits their needs. This shift raises questions: Who are the primary drivers of this practical approach? What are the key pain points for both loyal and brand-agnostic consumers in online purchases? How can brands secure consumer loyalty?

Drawing insights from a recent survey conducted by 15gifts, involving over 1000 telco consumers, here are the key discoveries: