August 2013

Customer Loyalty as a Strategy – are DIY-customers always disloyal?

baumarktmanager, Edition 8, August 2013, pages 36f.

According to a current study by strategy consultants OC&C (March 2013) online customers are rarely loyal to their usual brands. DIY-outlets in particular lose out here: only one of four customers (26%) stays loyal to his or her usual DIY-outlet when shopping online. Is there any way to change that?