Ingxelo entsha evela kwiqonga leentengiso i-Cardlytics ityhila ukuba i-64% yabathengi base-UK bayanda bebeka phambili ukufikeleleka kunokuthembeka kwebhrendi xa kufikwa kwimikhwa yabo yokuthenga.
Ingxelo ye-State of Loyalty, esekelwe kwidatha yenkcitho evela kwi-akhawunti yebhanki yase-UK ye-22 yezigidi kunye nophando lwabantu abadala be-2,000 base-UK, inika ukukhanya ekutshintsheni ukuziphatha kwabathengi kwicandelo lokuthengisa.
Ngokutsho kwengxelo, i-64% yabaphenduli bachaza ukufikeleleka njengeyona nto ibalulekileyo xa besenza isigqibo sokuba bathenge phi, ebonisa impembelelo eqhubekayo yokunyuka kwamaxabiso kwingeniso echithwayo yabathengi, ngaphandle kokulula kweendleko zokuphila.
Nangona kunjalo, ukunyaniseka kwebrand akufanga. Uphononongo lufumene ukuba i-59% yabantu abadala base-UK bathi banyanisekile kwiimpawu ezithile "kangangokuba bekhumbula." Ukongeza, i-69% yabaphenduli bajonga ukuthembela kwi-brand ebalulekileyo xa besenza isigqibo sokuthenga.
Inkampani yempahla yeGlobalData efaka ifayile ikhankanya ukunyaniseka kophawu phakathi kuka-2016 no-2024
Inani lokukhankanywa kokunyaniseka kohlobo kwiifayile liye landa ngokuthe ngcembe phakathi kuka-2020 no-2022, ngaphambi kokuba lifikelele kwincopho yokukhankanywa kwe-73.
Inkampani yeGlobalData ifaka uhlahlelo kwi “Ukunyaniseka koMthengi kwiiNtengiso kunye neeMpahla,” yabonisa ukuba ukukhankanywa kokuthembeka kwabathengi ngokuthe ngcembe kuye kwanda phakathi kuka-2019 no-2021 e-UK, xa ifikelele kwincopho ye-5,305.
I-COVID-19 kunye nokuvalwa kweziphumo okuye kwabeka ukubaluleka okukhulu ekunyanisekeni kwabathengi, kwaye ke ngo-2022 ukunyuka kwamaxabiso kwabangela ukuba abathengi abaninzi bayicuthe inkcitho yabo kwaye bakhethe ngakumbi ekuthengeni kwabo.
Ngenxa yoko, abathengisi abaninzi babeka phambili ukuthembeka kwabathengi ukugcina abathengi kwaye babathintele ekutshintsheni kwizaphulelo, kubangele ukukhankanywa okuphezulu. Nangona kunjalo, ukukhankanywa kwabuyela umva ngo-2022 kwaye kwakhona ngo-2023, ngokuhla ngo-2023 kunokubonisa ukugxila okuncitshisiweyo njengoko uninzi lwamanyathelo anxulumene nokuthembeka kwabathengi sele eqalisiwe.
Ingxelo yeCardlytics icebisa ukuba iinkqubo zokunyaniseka zidlala indima ebalulekileyo ekuziphatheni kwabathengi emva kokuba abathathu kwabahlanu (61%) abaphenduli bathi banokuthi batyelele ivenkile ukuba banikezela ngokunyaniseka okanye inkqubo yokuvuza. Eli nani linyuke laya kutsho kuma-70% phakathi kweqela leminyaka eli-18-34, nto leyo ebonisa ukuba abathengi abancinci bayazamkela iinkuthazo ezinjalo.
ULucy Whittemore, usekela mongameli omkhulu weNtengiso yase-UK eCardlytics, ugqabaze ngeziphumo: "Nangona ukufikeleleka kuya kuhlala kungundoqo kubathengi, ngakumbi ngamaxesha oqoqosho anzima kubathengi nakumakhaya, ukwakha ukunyaniseka kwegama kubalulekile."
Ugxininise ukubaluleka kwezicwangciso eziqhutywa yidatha, esithi: "Ngokuqokelela ulwazi oluvela kwidatha yenkcitho yabathengi, iibrendi zinokwenza unikezelo olufanelekileyo, olufanelekileyo kubathengi - bobabini abatsha nabakhoyo."
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