Power of Brand Relationship Design

Determined to define the next wave of brand innovation, R/GA launched a global proprietary research study focused on brand relationship design. In a new report titled, “The Power of Brand Relationship Design,” R/GA introduces the study’s transformative findings from across six categories and nine markets in North America, Europe, Asia-Pacific and Latin America around creating more meaningful post-purchase customer experiences.

And post-purchase has never mattered more. In 2020, brand marketers shifted their entire business growth approach, focusing less on customer acquisition, and more on customer retention. It’s a trend that R/GA witnessed unfold—and pursued even further. The new report, aimed at brand marketers looking to connect more deeply with customers, uncovers six game-changing global insights and corresponding strategies for brands looking to win long-term retention.

• 60% of customers question repeat purchases.

Based on a survey of nearly 16,000 respondents across six categories and nine markets, the report introduces a key customer objective: their “Next Best Self.” This means a customer is closer to their goals and living a happier life because of a brand’s support. Yet it’s what’s largely missing from today’s modern brand relationships.

The R/GA report reveals how this is hurting customer retention potential. Some other key findings include:

•     Buyer’s remorse is rampant. Globally, 60% of customers are unsure if they would make the same purchase decision if given the opportunity to do it again. They’re not committed, in part, because brands aren’t committed to them.
•     Seamless is the absolute baseline. 75% of customers don’t just enjoy, but expect, a seamless experience across all devices and channels. Brands must surpass these expectations to not only win over, but win back, lasting customers.
•     Personalization is(n’t) creepy. 87% of those surveyed are looking for some degree of recommendation or curation from the brands they’re buying into. Customers want their unique needs and goals to be seen—and supported—in a way that works for them.

Like never before, there’s new expectations and dynamics required for customers to stay bought into services. Customers are human. They crave connection, community, and empathy—including from the brands they frequent