Insights on the connections between emotion and loyalty
Kobie Marketing recently released its 2022 consumer research study. The study was timed to understand pandemic related changes in consumer attitudes and preferences towards purchase behavior and interactions with loyalty programs from their favorite brands.
One of the principal authors of this research is JR Slubowski, AVP Strategic Consulting, Kobie Marketing. In this interview, JR shares what motivated the research, provides an overview of Kobie’s approach to Emotional Loyalty and covers four key pillars of this research. To begin, JR frames this research as critically important to understand the consumer landscape coming out of the pandemic, a landscape that he says is likely to be forever altered, and not just in loyalty but in business overall. Join us for a great discussion of consumer behavior in uncharted territories.
Time stamps for the conversation are included below to help you navigate to the parts of the interview you find most interesting.
If you would like to know more about this research, please feel free to contact info@kobie.com
If you want to learn more about why Kobie is a leader in loyalty, please read about Kobie being named a Leader in The Latest Forrester Wave report.
Interview Navigation
2:35 - What motivated this research and what key questions were you investigating?
4:59 – The holy grail - what do consumers want from loyalty programs?
6:18 – Kobie’s approach to Emotional Loyalty (ELS)
11:05 – Research pillar #1 - The connection between emotion and loyalty
18:23 - Research pillar #2 - Redefining the concept of Value
21:30 - Research pillar #3 - Pain and Forgiveness
25:25 - Research pillar #4 - Advocacy
29:55 - How to learn more about The Kobie Marketing 2022 consumer research report
