Brand Value · Loyalty · Component
The behaviour
Repeat purchase, retention and share of category spend — what customers actually do, before asking what they think.
The deliverable
What it is
Behavioural loyalty is measurable from existing data and is the half organisations usually have. It is also the half that overstates loyalty, because it cannot distinguish preference from convenience.
Share of category spend is the most informative single measure, and the one most often unavailable because it requires asking rather than reading records.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The repeat rate
How many customers come back, and how often.
3 attributes: Repeat rate · Measured over · Cohort
LearnThe retention
How many customers are still customers.
3 attributes: Retention · Revenue retention · Segment
LearnThe share of spend
What proportion of the customer’s category spending the brand receives.
3 attributes: Share of spend · Source · Also buying from
Learn
A customer who buys regularly and gives you a fifth of their category spend is not loyal. Records cannot show that.
The other components in loyalty
The attitude
Relative preference, and what would survive a better offer — the half of loyalty that predicts what happens when the market changes.
LearnThe lock-in
What holds customers that is not preference — contracts, integration, habit — because only preference is brand value.
Learn