Over half (56%) of Brits have switched from a brand they once used as one in five “can’t afford to be loyal” during the cost-of-living crisis, new research shows.

According to Emarsys Customer Loyalty Index, 64% of the 2,000 consumers surveyed have changed their attitude to loyalty as a result of increased food prices in the last 12 months.

While increased inflation came top of the reasons for shoppers switching brands, 55% said this was as a result of a difficult shopping experience and 47% said this was due to the shop or brand selling poor quality products.

However, this differed between households as for 71% with an income of £120,000 or more, loyalty to specific brands, retailers or stores was more likely in comparison to 44% with an income of less than £8,000.

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In looking to increase consumer loyalty, the index found that personalised discounts, incentives and rewards were the main driving forces for 71%.

“In order to drive meaningful customer loyalty, customer-centricity is no longer enough,” retail expert and author, Mark Choueke said.

“Brands and marketers must now aim for customer obsession. Marketers have to really get to know each customer and internalise their habits and preferences through all the provided data.

“That level of understanding includes knowing when, where and how individual consumers like to shop, and being able to personalise the routes they take on their customer journey. Shoppers want retailers to travel with them as they scour both physical and online stores, all the time wrapping the experience around them.”