Now Reading: Brand loyalty redefined as quick commerce, private labels disrupt trust
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Brand loyalty redefined as quick commerce, private labels disrupt trust
Brand loyalty redefined as quick commerce, private labels disrupt trust
Brand loyalty is not dead but has been redefined, argues a new analysis in Brand Equity. The article says today's consumers face infinite choice, algorithm-driven discovery, and event-led consumption like IPL. Quick-commerce…
The Story in Brief
Brand loyalty is not dead but has been redefined, argues a new analysis in Brand Equity. The article says today's consumers face infinite choice, algorithm-driven discovery, and event-led consumption like IPL. Quick-commerce platforms such as Instamart's Noice private label can capture share within months using visibility and pricing, bypassing decades of trust. Old inertia loyalty, buying what the kirana stocked, is vanishing. Now loyalty is negotiated in real time: a consumer may choose a brand only if it matches platform defaults. The authors urge brands to understand context and build sharp identity rather than chase broad appeal.
The Indian Opinion
The marketing world loves declaring loyalty dead, but the real story is messier. The article rightly notes that inertia loyalty, the kind that lived on kirana shelves, has collapsed, while active, conscious choice is harder to earn. Yet some brands still command fierce repeat purchases, from Parle-G to newer DTC players. The test is not whether loyalty exists, but whether incumbents like HUL can build ecosystems that match the speed and convenience of platforms like Instamart. Will they invest in real engagement, not just last-mile delivery?
Source: brandequity.economictimes.indiatimes.com
This story was synthesised by AI from the source linked above.
