With seven retailers “hitting the wall” every week*,customer loyalty is vital to the survival of any business. 

New research reveals that shoppers are prepared to leave their usual brands in favour of a bargain, suggesting that brand loyalty has been over-estimated during the economic boom. The poll, conducted by brand engagement specialists Kyp Systems, found that almost four in ten British shoppers would be more likely to switch brands in order to get a better deal elsewhere.

The HotHive’s latest business release Initial Lust by Angi Egan (£6.95) highlights how customers now expect long-term commitment and inspired knowledge and education from their chosen brand in order to stay “in love” with it. It focuses on the principles adopted by iconic businesses – their laser-like focus on the wants, needs and desires of the customer to create long lasting relationships.

“It is time to shift the focus from corporate thinking and place it firmly back where it should be – with the customer,” Angi adds.

In the book, Angi draws on her own experience of working across the retail spectrum to introduce the concept of Romancing the Customer through a focus on Visual Communication and Brand Marketing, and how these first impressions are crucial in ‘seducing’ the customer and keeping them in love with us.  

Initial Lust is the first book in a new series of business guides by The HotHive, called “Romancing the Customer”. The series is fun, practical and contains cost-effective ideas to avoid the curse of customer promiscuity! The next book in the series, Espresso Yourself, is due for publication in Summer 2009.

Click here for more information or to buy Initial Lust!

Read an interview with HotHive author Angi Egan!    

Notes *Based on the latest research from PricewaterhouseCoopers, published 27 April 2009, and covering the period from January to March 2009.

*The customer loyalty poll was conducted by Kyp Systems, brand engagement specialists, and published in April 2009. The research found that out of 3,000 British shoppers questioned, 39% would switch brands.