Industries With The Highest Customer Retention

Published On: May 5, 2015

Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship.

At JohnsByrne, we know that that relation is based on your image, and your image is our bottom line. Today’s printing and packaging industry is driven by the creative application of cutting-edge print, structural design and manufacturing technologies. For each of our clients, we utilize a unique end-to-end production process and one-vendor accountability to meet all of your print and packaging needs. This gives you results such as excellent brand image and better customer retention over time.

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Packaging and branding is a key factor in customer retention. But of course, it’s more than that. Brand reputation, perceived value, customer experience, quality and many other factors come together to create the total package. But what brands and industries boast the highest customer retention, and why? Let’s take a look.

Brand Loyalty Across Industries

Research has shown that when it comes to retention, a customer’s loyalty to a brand depends highly on the industry. According to a recent Nielsen report of nearly 30,000 people worldwide, the top five industries with the most brand loyalty are:

1. Mobile phone service providers

2. Mobile phone brands

3. Financial institutions for banking/investing

4. Cable or Internet service providers (ISP)

5. Personal computer brands


On the flipside, the top five industries with the least amount of brand loyalty are:

1. Alcoholic beverages

2. Snack brands

3. Soft drinks/carbonated beverages

4. Cereals

5. Personal electronics

What does this tell us? For one thing, products that are designed to have short shelf-life tend to experience the least amount of brand loyalty. In addition, the more competition your industry has, the harder it is to maintain loyalty from consumers. That creates a further incentive to make your product stand out with creative, innovative packaging.

In-Store Vs. Online

The study also explored consumer loyalty between physical stores and online retailers. It found that 74 percent of study participants worldwide are loyal to the supermarkets, retail stores, convenience marts and grocery stores where they shop on a daily or weekly basis. On the other hand, only 58 percent are loyal to online retailers where they buy online. Another win for great custom packaging design.

The major reason for this is because online, it’s more about the desired item than the merchant. The Internet is search-engine driven, and consumers have a much wider selection that is only a click away. What’s more, they can comparison shop or use coupon websites in order to easily compare prices or find discount codes for desired products on a broad range of online retailers. Obviously, this is not a marketplace that encourages customer loyalty.

Whether your product is sold online, in stores or both, the JohnsByrne team can deliver exciting print and packaging ideas to help you grow your current clientele and win new ones. Our centralized manufacturing model enables real-time communication and streamlines the process to meet your quick project turnaround—exactly what you need for “real-time marketing.” From planning to structural design to delivery, we flawlessly execute every step of the packaging and printing process, in a world class-manufacturing environment anchored by ISO and G7 process metrics.

Interested in learning more about how to maximize your direct mail campaign? Contact the JohnsByrne team today.


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