Brand preferences of Italian consumers after the pandemic 2020, by age group

After the disruption caused by the coronavirus (COVID-19) pandemic, Italian consumers seemed inclined to be loyal to the brands that they already knew and purchased before. However, opinions in this regard differ according to the age group. A survey from April 2020 showed that 44 percent of individuals between 55 and 64 years would do so, while only 28 percent of respondents aged between 25 and 34 years old showed the same intention. Unsurprisingly, over 80 percent of consumers appreciated brands offering promotions to their loyal customers.

Caring about customers

The attention for loyal customer is a relevant part of marketing actions according to Italian companies. A poll from 2018 showed that about 33 percent of marketing budget of non-food retail companies is allocated to loyalty marketing initiatives, while 25 percent of the resources were used for actions of loyalty marketing tailored on the customer profile.

Knowing the customer better

Businesses aim at having a profile of consumers’ preferences and characteristics. To do so, they use customer relationship management (CRM) tool, as it was the case for almost 40 percent of companies answering to a poll in Italy. A CRM tools consists in a database software where customers data are stored, updated, and consulted for businesses and marketing purpose.