05 July, 2021

First impressions count when it comes to winning customer loyalty

Louise Taylor

Humans are judgemental creatures. Within seven seconds of meeting someone, they will have formed a detailed and solid opinion of you. This includes views on how trustworthy, competent and likeable you are.

If you’re an online grocery retailer, you may get a bit more time to make a good first impression. Miss the mark, though, and you’ve missed out on creating a loyal, long-term customer.

The chance to build loyalty

Symphony RetailAI has just analysed 421 million baskets’ worth of Q1 2021 sales data across the US and Europe. The findings make for interesting reading, as Mark Rogers, VP of Growth at Northfork, points out:

“Grocery retailers have very little time to impress new customers. The Symphony RetailAI research shows a direct correlation between the first three months of activity for a new customer and their likelihood of long-term loyalty. This highlights how important it is for retailers to deliver best-in-class grocery shopping experiences that impress new customers rapidly.”

Symphony RetailAI found that shoppers who return seven times to an online grocery retailer in the first three months are 3.4 times more likely to turn into long-term customers than those who visit only twice.

Reasons to keep coming back

About the author

Louise Taylor

Louise is Northfork’s editor and is passionate about all things food.