Popular Marketing Posts
Brand Loyalty Is Dead—Curiosity Is King
Consumers are restless. Traditional brand loyalty? It's becoming a relic of the past. Today, shoppers switch brands for no dramatic reason—no bad customer experience, no competitor offering significantly lower prices. They're simply curious. They want to try something new.
A Capgemini report from January 2025 reveals a staggering truth: 70% of consumers globally now switch brands just because they enjoy experimenting. And with nearly seven in 10 shoppers discovering new products every week, this shift isn’t a phase—it’s a fundamental change in buying behaviour. So what does this mean for businesses?
If consumers have a wandering eye, retaining them takes strategy, while winning them over in the first place requires the right bait.
Consumer Curiosity Is a Challenge—And an Opportunity
Experimentation used to be driven by necessity—shoppers would look for a better deal, an improved product, or simply couldn’t find their favourite brand in stock. But now, they browse just to see what’s out there. Social media has created endless discovery avenues, making fresh brands temptingly accessible. In fact, a Bazaarvoice study from 2024 found that 37% of US shoppers actively use social media to find new products. The result? Brands are being treated more like passing trends than long-term commitments.
If consumers enjoy trying, rather than sticking, what can brands do to stay competitive?
How to Keep Existing Customers When Everyone's Swiping Left
Losing a customer because they stumbled upon something new can feel frustrating—so brands need to ensure there’s a compelling reason to stay. Curiosity might draw people away, but strong customer retention strategies help pull them back:
Loyalty Perks Need an Upgrade – If consumers want variety, why not build that into loyalty programmes? Beyond traditional rewards like points and discounts, think about exclusive, member-only experiences, early access to product drops, or sneak peeks at innovations that spark curiosity without making them leave the brand ecosystem.
Personalisation Matters More Than Ever – Shoppers experiment when they feel disconnected from a brand. But if they’re regularly engaged with products that suit their preferences—through data-driven recommendations and thoughtful re-engagement strategies—the grass may not feel greener elsewhere.
Consistent Communication & Value – Reminding consumers why they bought in the first place can reduce the urge to wander. Email, SMS, or social touchpoints reinforcing brand values and new offers keep engagement levels high. A well-timed “Have you seen this yet?” moment could keep their attention right where you want it.
Attracting Experimenters (Because They're Up for Grabs)
On the other side of brand loyalty's collapse lies opportunity. Every curious shopper willing to abandon an old brand is a potential new customer waiting to be intrigued. Winning their attention? That’s an art form.
Introductory Discounts & Free Trials – Experimenting feels less risky when there's no major cost commitment. Tempting potential customers with offers for their first purchase—trial sizes, deep discounts, or even free samples—encourages brand exploration in your favour.
Stronger Social Proof – As more customers use social media as their personal discovery channel, being present where they look for recommendations—on Instagram, TikTok, Reddit—is crucial. User-generated content, real-world testimonials, and influencer collaborations speed up decision-making in your direction.
Freshness Sells – Regularly updating your product lineup, releasing limited edition variations, or introducing creative partnerships taps into what today’s shoppers are craving: novelty. The more brands surprise, the more reasons they provide for shoppers to stay interested rather than wandering off.
The Brand-Shuffling Reality
Today’s buyers thrive on newness, discovery, and exploration. Trying out different brands is less about dissatisfaction and more about indulgence in choice. Marketers and retailers who accept this shift—not fight it—will find ways to keep existing customers while welcoming newcomers constantly on the lookout for “what’s next.”
Because in the end? Brand-switching isn’t personal. It’s just curiosity in action. Brands that feed that curiosity the right way are the ones consumers won’t forget—even as they explore.