The changing role of loyalty post COVID-19 and the end of the cookie

During the COVID-19 pandemic people tried new shops, purchased alternative brands and explored new channels to meet their needs.

Marketing tends towards complexity and fragmentation – for better and for worse. New technologies, an explosion of data, a proliferation of channels all mean there are more opportunities than ever before. However, this all adds confusion, cost and complexity.

COVID-19 has accelerated a lot of this by adding pressure to otherwise relatively stable consumer behaviours and buying patterns. People change less dramatically than we like to think. However, COVID-19 has been a forced experiment in behaviour change, driving the trial of new channels, the switching of brands and the disrupting of routines. Consumers have been finding and trying new brands...

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