Customer retention is top of mind for many brands after a year in which shopper behaviours and category norms have been turned upside down. The new WARC Guide to Customer Retention examines the nuances of retention marketing in 2021.
Customer retention is a controversial topic in the marketing industry. The idea that brand loyalty should be a major marketing objective has fallen out of fashion, based on the back of the work of the lauded Ehrenberg-Bass Institute. Many marketers now agree that the best way to grow long-term is to acquire new customers, and also that bigger brands will tend to have slightly higher loyalty.