Loyalty is one of the seven core values that new recruits learn during basic training when they enlist in the Army. All military personnel operate under a code of ethics, having taken an oath to live by values like honor, courage, integrity, and commitment. We all know of service members who have demonstrated incredible loyalty to their comrades, commanders, units, and loved ones.
We were curious about how that loyalty translates to the shopping behaviors of service members and their families in the civilian world. We did a little survey with the help of Army Wife 101 and Military Discounts Central, and we discovered some interesting statistics:
- 71% are more loyal to companies that offer military-specific discounts
- 63% will recommend brands that honor military discounts to their friends and family members, even if their loved ones can’t take advantage of the military offer
Compare that to the results of a recent Accenture survey on customer loyalty that found that 28% of consumers are loyal to their brands, and 31% are willing to recommend brands and services to others, and you begin to see why reaching the military community is a growing priority for many businesses. Read More…