Brand Loyalty 2020: The Need for HyperIndividualization

When we launched this survey back in the first quarter of 2020, we had no idea how much the world was about to change. Within a few short weeks, the coronavirus quickly spread across the globe, shuttering businesses and compelling most of us to stay home. But we adapted. We juggled childcare with video calls, donned face masks in public spaces and cared for sick family members. Of course, it hasn’t been easy.

Many of our customers’ industries, like retail, hospitality and travel, have been some of the hardest hit by the ensuing economic downturn. But we’ve been immensely inspired by their resilience and ability to innovate in the face of such a daunting challenge. Brickand-mortar shops shifted to curbside pickup, hotels opened up their rooms to individuals in need of a space to self-quarantine to keep their families healthy and airlines enacted strict public health measures to ensure the safety of essential workers, students and family caregivers who needed to travel.

These companies doubled down on the customer-centric attitude that’s held up by our survey results. We found that brands must invest in true 1:1 personalization to deliver relevance and value to their customers, earning them long-term loyalty in return. While this data was collected just prior to the declaration of COVID-19 as a global pandemic, our key findings have only become more resonant in recent months.

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