June 9, 2004

Retailers That Win Consumer Loyalty

This is the final document in the "Consumer Loyalty" series.

by Carrie Johnson

with Charles P. Wilson, Sharyn Leaver

Executive Summary (This is a document excerpt)

When asked why they are loyal to retailers, consumers respond that quality products and low prices top their list of reasons. Secondary factors for loyalty include selection, convenience, service, and trust of the retailer. Analyzing retailer-specific consumer loyalty shows that certain types of retailers — namely mass merchants and discount clubs — naturally generate high levels of loyalty. Wal-Mart, Best Buy, and QVC attract the most loyal shoppers in their respective industries.

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