Insights-automotive
Article
Harry Lam

Sharing is Caring: The Measurable Value of Customer Promiscuity in a Slow Auto Market

In marketing we are conditioned to value building and retaining brand loyalty, so it may seem counterintuitive to consider the potential benefits of customer promiscuity – the propensity for customers to visit competitors/alternative choices. In a recent footfall study of Australia’s automotive category, Blis explored these concepts by analysing visitor crossover between dealerships to uncover clues as to what promiscuity means to brands

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