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Loyalty has dominated not only consumer behavior but also, in many ways, that of our entire society for a long time. However, just as the prospect of always staying with the same company is becoming less prevalent, the loyalty that the new consumer maintains with the commercial brands has also waned.

In this sense, it seems that this term has lost its meaning to give way to convenience. Both in real life and when buying Last Database all kinds of goods, consumers now seek to obtain the best product or service, through the best shopping experience, and in the most agile and comfortable way possible. For this reason, the fifth annual ecommerce study in Spain shows that in cases where there is a preference for the online channel, it is primarily due to the convenience it offers. Similarly, companies like Dunnhumby confirmed in their Price Perception study that convenience is one of the main consumer criteria when choosing their preferred retailer.

The rise of private labels to the detriment of "lifelong brands" is another fact that shows this fading of loyalty that consumers profess towards their favorite brands. According to Nielsen, distributor brands already account for 39.4% of spending on supermarket products. On the other hand, the adventurous spirit of the youngest stands out. It is also confirmed by a recent study by Morning Consult, 51% of consumers between 18 and 21 years old prefer to try different products, even if they liked the first one, and they do not fall into shopping routines so easily.

Thus, in a context in which the consumer is no longer satisfied with "business as usual" and where in all cases there seems to be a better alternative (a better, more attractive, cheaper product or one that we can find closer to) : How can retailers and brands react to this challenging situation?

Adopting a customer first approach is understanding that brand loyalty no longer exists
Retailers and brands have to bear in mind that developing their strategies putting the consumer at the center is no longer an option, but a decisive action without which, the rest of the efforts will be, in almost all probability, in vain. Adopting a customer-first approach means having understood that brand loyalty has long been left behind to give way to a demanding consumer who needs the most immediate response possible to their needs. The new consumer pursues an exclusive and hyper-personalized experience, a trend in which the Spanish consumer stands out above the rest. Thus, according to the digital consumer survey prepared by Accenture, Spain is 18 points higher than the European average in this regard, with 57% of Spanish consumers confirming that they are comfortable using their personal data to obtain hyper-personalized experiences.

Omnichannel, key to respond to the immediacy that the consumer needs
A few years ago, loyalty to a brand led the consumer to repeat purchase routines such as going to the same establishment as always to purchase a regular product. Today the panorama has totally changed and together with the consumer's need to try new products and services easily and through a pleasant experience, there is a parallel need for retailers and brands to make it easier to obtain them. In this sense, the experts remember that opting for online commerce does not mean cannibalizing physical stores, but on the contrary, the combination of both channels is key to giving rise to the best offer. Putting the consumer at the center requires being able to provide what they need through the most appropriate channel at all times.

Big data as a cornerstone
Adopting a customer-first approach and achieving the best omnichannel strategy are tasks whose effectiveness can be accelerated exponentially thanks to the use of new data collection and analysis techniques. Surviving in the age of change and convenience requires reworking strategies and not taking anything for granted as the buying patterns that worked before have ceased to make sense. Dunnhumby recalls that any company considering embracing the benefits of big data should conduct an initial analysis that addresses the current architecture, data governance, and analytics processes at the company in question, before embarking on implementing new ones. techniques and concrete processes successfully. The company also recalls that, in a scenario dominated by data and where hyper-personalization prevails,

Laura Guerra, Managing Director of dunnhumby in Spain, has concluded: "In the era of constant change, even purchasing routines are beginning to fade. Retailers and brands have to approach this new panorama as a challenge that represents at the same time a huge opportunity. : updating your strategies to get closer than ever to a consumer who is eager to be taken into account ".