Loyalty driven purchases

Metrics of customer loyalty and the consumer decision journey can help you shape your growth strategy. In the digital age, consumers are less loyal to brands. Therefore, it's imperative to know their decision journeys. What makes them choose the same brand over time rather than shopping around? Which purchases are still motivated by loyalty? And how to develop a strategy that drives growth? This article on [McKinsey Quarterly] (https://www.mckinsey.com/quarterly) suggests that marketing geared to rising initial consideration is the key to growth: [The new battleground for marketing-led growth] (https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-new-battleground-for-marketing-led-growth).