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Customer loyalty and delivery subscription services

Customer loyalty and delivery subscription services

We all have our favorites when it comes to brands, and the places we choose to buy from. Often, we choose where to shop based on habit, or good experiences. When we have a good experience with a brand, or gain a certain amount of trust in them, this can encourage us to use their delivery subscription services. Examples of this might include Amazon Prime, or any company that offers an ongoing premium delivery service, for a fee. It’s a way for customers to gain trust in a brand, and maintain brand loyalty, as well as for companies to keep customers coming back.

In a survey, conducted with 1,000 respondents, we asked whether the customers were subscribed to a delivery loyalty program. The results were rather interesting, as we found that the number of people who answered that ‘yes’, had increased since 2017. This suggests that delivery loyalty programs are increasing in popularity, both as an option for customers, and retailers. This could be because more have appeared in recent years, giving customers more choice with places to join, and retailers more incentive to create one. In 2021, it was the first year in which the number of those responding ‘yes’ took the majority over ‘no’. This could be as a result of the increased awareness of home delivery because of the COVID-19 lockdowns, and because customers have become accustomed to quick delivery options.

customer loyalty 1

Are You A Subscriber To A Delivery Loyalty Program?

(Source: Maru, nShift and IMRG Home Delivery Report)


In the second graph, depicted below, we can see that there is evidence to suggest that good quality delivery management and delivery fulfilment can increase this loyalty. Customers that answered ‘yes’ to whether good experiences have encouraged them to reorder from a brand, have consistently been in the majority.

Customer loyalty 2

Has a good delivery experience directly encouraged you or people in your household to order again from a particular retailer?

(Source: Maru, nShift and IMRG Home Delivery Report) 


We can see that customers have always found good delivery experiences encourage them to return to a retailer. It can be drawn from these two graphs, that when retailers provide quality delivery, customers are more likely to subscribe to their delivery program, and then in turn, buy more from the retailer due to loyalty. There’s a distinct relationship between quality shipping and delivery fulfilment, and the brand loyalty a customer will experience and enact.

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