This study, focused on addressing how brands relate to their customers , is the first with this title, although it draws directly from previous studies carried out by Mediapost such as the I Study of Direct Advertising in Spain, presented in 2018, and the Loyalty Monitor , whose last edition was produced in 2017.
Among the main conclusions of this study and compared to previous editions, we can conclude that Spaniards are twice as unfaithful to brands today botim phone number data as they were just two years ago. Only 5.9% remain loyal to a single brand no matter what, half of what happened in 2017, when this metric stood at 12%. In addition, the main reason why 70.3% of Spaniards usually buy a brand is its quality/price ratio, and when they change brands, 58.6% say they do so because of an attractive offer at the point of sale.
One of the most striking data from the survey is that it states that only 1 in 3 Spaniards receive information about a brand after having participated in a promotion for which they have given their contact details. That is, in 70% of cases, brands do not interact with their customers, losing a loyalty potential that can be very decisive.
According to Juan Castañón, Head of Sales and Business Development at Mediapost, "it is essential that brands establish medium- and long-term relational marketing strategies that help not only to attract customers before or at the time of purchase but, above all, to retain them after the purchase, which is when communication and interaction with them is most lost."
Before making a purchase, when it comes to finding out about products and offers, email is the preferred channel for 64.3% of respondents, closely followed by direct mail, with 48.9% of the responses. In the age segment over 55 years, direct mail becomes the favourite channel. Overall, email and direct mail are the two most highly valued channels, above television and radio, and above social networks, which are ranked first only by those surveyed between 18 and 25 years of age.
42.9% of respondents say they enjoy interacting with brands through in-store promotions, especially if it involves trying out a new product or participating in a contest or sweepstakes. As we have already analysed, most companies do not take advantage of the customer data collected during the course of the promotion, despite the fact that 6 out of 10 respondents say they have no doubts about the brands' good management of personal data.
