54% of Americans Ignore Brand Names When Shopping: Survey
Ecommerce sellers urged to adapt to shifting consumer preferences for product quality and affordability over brand loyalty.
In an era where consumer loyalty to brands is increasingly fragile, a new study reveals that over half of American shoppers now prioritize products themselves rather than the brands behind them. According to recent research conducted by SAP Emarsys in partnership with Deloitte, a significant 54% of U.S. consumers overlook brand names if products meet their expectations.
Shifting Consumer Preferences
The research, unveiled today at the Shoptalk event in Las Vegas, surveyed over 2,000 American consumers alongside 150 senior marketing executives from leading multinational brands. The findings highlight a growing trend: shoppers are becoming more pragmatic, placing product quality, affordability, and utility above brand recognition.
Key findings from the report include:
- 54% of Americans do not consider brand names important if products fulfill their needs.
- 57% of U.S. consumers have switched to private-label or own-label alternatives due to cost-of-living pressures.
- 55% perceive own-label products to be of comparable quality to branded alternatives.
The Importance of Real-Time Customer Engagement
With consumer behavior shifting significantly, ecommerce sellers and consumer product brands need to rethink their engagement strategies urgently. The report introduces the Customer Engagement Maturity (CEM) score, a benchmark for assessing brands’ effectiveness in engaging customers across all channels.
Alarmingly, the research shows that while 43% of consumer product brands claim they have the capability to engage customers in real-time, only 26% actually execute such strategies. Similarly, 35% of brands believe they can predict future consumer behaviors, but a mere 17% are taking advantage of predictive analytics to tailor their customer interactions.
Also Read: Positive Ad Environments Boost Sales Significantly, New Research Reveals
Navigating the Engagement Era
To thrive in what SAP Emarsys terms the "Engagement Era," brands must build a comprehensive, data-driven approach to customer engagement. Leveraging artificial intelligence (AI) to integrate omnichannel strategies will help brands transform fragmented data into actionable insights, creating personalized experiences that foster true customer loyalty.
“At Molton Brown, our customers are our top priority, so the technology we use is critical to our success and operational efficiency,” said Naresh Krishnamurthy, Senior Manager of Business Transformation at Molton Brown. “Our collaboration with SAP Emarsys has been exceptional from the start. It has empowered us to transform customer engagement by delivering seamless experiences across both digital and traditional channels, keeping our customers at the center of our business.”
Brands Falling Short on Personalization
Despite recognizing the necessity of personalized engagement, many brands still struggle. The report reveals:
- 88% of marketers feel their strategies require a significant overhaul.
- Only 32% believe their company effectively personalizes marketing.
- Alarmingly, just 24% currently deliver personalized customer interactions effectively.
“US consumers aren’t just becoming less loyal to brands – they’re ignoring them entirely,” said Sara Richter, CMO at SAP Emarsys. “That’s a wake-up call for marketers. Without a strong data foundation, it’s impossible to deliver the real-time, personalized experiences needed to achieve that all-important ‘true’ loyalty. Molton Brown and Ferrara are outstanding examples of brands hitting their business goals while winning the hearts and minds of customers by making every interaction count.”
For ecommerce businesses, these insights suggest a significant opportunity: prioritize product quality, affordability, and enhanced customer engagement. Sellers should adopt AI-powered tools and real-time engagement strategies to build lasting consumer relationships beyond brand recognition. As the marketplace continues to evolve, ecommerce businesses that swiftly adapt to consumer preferences for product excellence over brand prominence will be best positioned for sustained success.
Also Read: ChannelMAX Unveils New Repricing Interface
Disclaimer:
This news report is based on a survey and is intended for informational purposes only.
By ChannelMAX Staff Writer
Mar-2025#32
In an era where consumer loyalty to brands is increasingly fragile, a new study reveals that over half of American shoppers now prioritize products themselves rather than the brands behind them. According to recent research conducted by SAP Emarsys in partnership with Deloitte, a significant 54% of U.S. consumers overlook brand names if products meet their expectations.
Shifting Consumer Preferences
The research, unveiled today at the Shoptalk event in Las Vegas, surveyed over 2,000 American consumers alongside 150 senior marketing executives from leading multinational brands. The findings highlight a growing trend: shoppers are becoming more pragmatic, placing product quality, affordability, and utility above brand recognition.
Key findings from the report include:
- 54% of Americans do not consider brand names important if products fulfill their needs.
- 57% of U.S. consumers have switched to private-label or own-label alternatives due to cost-of-living pressures.
- 55% perceive own-label products to be of comparable quality to branded alternatives.
The Importance of Real-Time Customer Engagement
With consumer behavior shifting significantly, ecommerce sellers and consumer product brands need to rethink their engagement strategies urgently. The report introduces the Customer Engagement Maturity (CEM) score, a benchmark for assessing brands’ effectiveness in engaging customers across all channels.
Alarmingly, the research shows that while 43% of consumer product brands claim they have the capability to engage customers in real-time, only 26% actually execute such strategies. Similarly, 35% of brands believe they can predict future consumer behaviors, but a mere 17% are taking advantage of predictive analytics to tailor their customer interactions.
Also Read: Positive Ad Environments Boost Sales Significantly, New Research Reveals
Navigating the Engagement Era
To thrive in what SAP Emarsys terms the "Engagement Era," brands must build a comprehensive, data-driven approach to customer engagement. Leveraging artificial intelligence (AI) to integrate omnichannel strategies will help brands transform fragmented data into actionable insights, creating personalized experiences that foster true customer loyalty.
“At Molton Brown, our customers are our top priority, so the technology we use is critical to our success and operational efficiency,” said Naresh Krishnamurthy, Senior Manager of Business Transformation at Molton Brown. “Our collaboration with SAP Emarsys has been exceptional from the start. It has empowered us to transform customer engagement by delivering seamless experiences across both digital and traditional channels, keeping our customers at the center of our business.”
Brands Falling Short on Personalization
Despite recognizing the necessity of personalized engagement, many brands still struggle. The report reveals:
- 88% of marketers feel their strategies require a significant overhaul.
- Only 32% believe their company effectively personalizes marketing.
- Alarmingly, just 24% currently deliver personalized customer interactions effectively.
“US consumers aren’t just becoming less loyal to brands – they’re ignoring them entirely,” said Sara Richter, CMO at SAP Emarsys. “That’s a wake-up call for marketers. Without a strong data foundation, it’s impossible to deliver the real-time, personalized experiences needed to achieve that all-important ‘true’ loyalty. Molton Brown and Ferrara are outstanding examples of brands hitting their business goals while winning the hearts and minds of customers by making every interaction count.”
For ecommerce businesses, these insights suggest a significant opportunity: prioritize product quality, affordability, and enhanced customer engagement. Sellers should adopt AI-powered tools and real-time engagement strategies to build lasting consumer relationships beyond brand recognition. As the marketplace continues to evolve, ecommerce businesses that swiftly adapt to consumer preferences for product excellence over brand prominence will be best positioned for sustained success.
Also Read: ChannelMAX Unveils New Repricing Interface
Disclaimer:
This news report is based on a survey and is intended for informational purposes only.
About ChannelMAX.NET :
Established in 2005, ChannnelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Repricer, a pricing management tool, 2ndly, ChannelMAX FBA RefundMAX, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which seller deserves appropriate credit reimburse from Amazon, additionally ChannelMAX Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their day to day business. Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.