Is lack of brand loyalty good for retailers during mega sales days?

It will develop new audiences and customers.

There is a lack of brand loyalty during mega sales days as more than half of Singaporeans use social media to discover products, an Emplifi study showed.

After evaluating the top five e-commerce platforms for the whole of December 2022, the marketing firm said there was minimal brand loyalty and some changes in total followers during mega sales days in December 12 and Christmas season.

Instagram’s e-commerce brands posted surge new followers between 10 to 12 December, totalling 76 followers, with the highest change in followers (33 followers) recorded in 12 December.

Online brands on Twitter saw a decline of 94 followers from 23 to 24 December, before experiencing a spike with 58 new followers on 25 December.

“The lack of brand loyalty during MSDs creates opportunities for brands to win customers and engage with new audiences. Facebook and Bain & Company found that during this time, 88% of Singaporeans are more likely to try products from a brand they have never bought from before, and consumers have brand affinity after they move,” said Emplifi.

Interactions per post grew nearly 60% in Facebook on 10 December at 158.39 interactions from a day before (93.4 interactions).

Interactions peaked once again on 25 December at 149.93 interactions, more than a 100% jump from 24 December.

For Instagram, the highest average interaction per post for the month was on 26 December at 816 interactions.

Twitter also saw the highest number of tweets for the month on 12 December with likes accounting for a majority of interactions at 68.13%.

Follow the link for more news on

Emplifi

If you've been wondering whether SBR could work for your company — yes, probably.

A lot of the companies we partner with started as readers. They'd been following our coverage for a while, saw their own customers and competitors in it, and eventually asked the obvious question: could we do something with you? The answer is usually yes. The shape of it depends on what you're trying to do.

The options are broader than most people assume — thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. Some partners use one channel; most use a mix. We figure out the right combination by starting with your brief, not with our rate card.

So if the question has been on your mind, here's the easy way to ask it.

We'll tell you honestly whether we can help, and how. It's a better use of everyone's time.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia