Overfocusing on customer acquisition & retention undermines brand growth

Driving brand growth depends on getting more people to buy from your brand more often. In pursuit of this, there are often misconceptions and misinformation that focus wholly on customer retention/loyalty or customer acquisition. Across every brand/retailer and category Circana tracks, retention and acquisition are deeply connected. For brands to sustainably and consistently grow, they need to understand the driving forces behind consumer behavior, and more importantly, understand the complexities of modern consumers.