I’m really interested in the concept of brand loyalty and the debate as to whether or not it actually exists. I thought I’d take a look into why I’m a massive fan of Sainsbury’s to find out where this affiliation stems from. I really do love Sainsbury’s, ask anyone.
Bonding with my dad - The ‘Big Shop’ in Camden? A nice sentimental idea and although the Supermarket Sweep-like run to get the things left on the list once we reached the end is a fond memory, it could, in theory have been any supermarket and this memory is specifically attached to the Camden Sainsbury’s, not to Sainsbury’s as a brand.
Is it Jamie Oliver’s perky little face? Unlikely.
Is it because I want to Live Well for Less? I love a bargain as much as the next person and fall time and time again for the age old 2 for 1 offers but we all know that Sainsbury’s is not the most “cost effective” way to do the groceries. Also, Try Something New Today is always the tagline that I associate with Sainsbury’s mostly due to it’s epic planning tale of how it came to be.
Is it the soothing satisfaction I get from systematically winding up and down each isle? Do I have a particular affinity with the colour orange? Is it because they “made reusable bags sexy” (their words)? Love me a bit of CSR but again, not enough to pick one brand in favour of another. Is it because I fit into their target audience of Female AB 25-34 35-44? Well, it may be a factor, what kind of strategist would I be if I belittled the importance of having a clear idea of who your audience is.
My feeling is that it’s convenience over brand loyalty. Wherever I move to it tends to be the closest supermarket. I may begrudge having to go to Tesco’s if I moved somewhere where it was closer but the fact is that that sentiment probably wouldn’t last that long and I would adapt, shifting my Nectar card to the back of my wallet.
It also seems to be about managing expectations and sticking with what you know. As Rory Sutherland (yes - referencing Rory again) points out; people don’t want the best hamburger in the world, they want the hamburger that is just like the hamburger they had the last time.
The keener eyed of you may have noticed that I have made the big step of bringing capital letters into my last post. I just feel that the time has come, it makes for a greater ease of reading and it's part of the evolution of this blog.
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