Customers Are Flirts When It Comes To Loyalty: Former Myer CEO

Customers Are Flirts When It Comes To Loyalty: Former Myer CEO
SHARE
THIS



Where the good ol’ days used to see customers stick with a brand they loved as if they were old pals, nowadays customers jump between brands, batting their eyelashes at one, and then flitting across to another like some floozy harlot.

In the age of the consumer, where the consumer is the conductor in an orchestra of brands, customers are basically flirts, according to Bernie Brookes, former CEO of retail giant Myer.

“If you think about any business,” Brookes said, “it used to be that you’d have the customer for life. Today, customers are flirts. They will go from one brand to another brand. They’ll go from one car type to another car type. They’ll fly Qantas or Virgin or some of the discount airlines very, very easily, where previously it might have been they were stuck to a particular brand.”

Speaking to B&T at the Customer Engagement and Loyalty Conference in Sydney yesterday, Brookes believed the volatility of customer loyalty in today’s world causes marketing to be just that much trickier.

“It makes it very hard for marketers when you’ve got customers that have all of the information at their fingertips and the ability to change provider or product or service is so simple,” he said.

“That’s the nature of business today.”

And yet, not all is lost is one of your previous loyal customers does the dirty and switches to one of your competitors. Rest assured, there’s always a chance to get them back.

“Everything is shorter than what it was,” said Brookes. “And what’s shorter also is people’s memories.”

If someone has received shocking service from a brand, you needn’t shove the work experience kid out the door as fast as you can. Instead with the right pricing, structure and timing, Brookes said there’s still an opportunity to nab their loyalty again.

“You should never say ‘never again, we’ll not get that customer back’,” he said.

 

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine