Research by @Accenture found that shoppers are more fickle with brands now than ever before. Compared to 10 years ago, ~50% said they are more likely to switch brands. Only 28% said they felt very loyal to a brand. The growing fickleness is due to the availability of digital channels that enable consumers to hunt for the best prices from the most convenient retailers. In fact, 78% of consumers look to an online channel for product research. However, ~50% of respondents said they would switch back to a retailer if there was attractive pricing and superior product/offering. Overall, a brand needs to give consumers an experience that feels highly personalized, and beneficial in terms of cost and convenience. - Link