Filter By

Show All

Connect to


DMA Insight: Understanding Brand-Switchers


The market is crowded and brands fight every day to be in the spotlight.

Sometimes you have to gain your customer’s attention, other times they’ll find you themselves.

We’ll illustrate below what some of the key drivers in the brand-switching mechanism are.

If we’ve sparked your interest, we discuss this and more in our report created in collaboration with Paragon.

Why Customers Change?

We all are creatures of habit.

In other words, it means we are naturally against change.

Assuming this, we mistakenly believe that customers would only leave a brand if they have to.

However, data reveals it’s not just bad customer service that pushes people away.

Often the most important driver for switching is not just price. Getting better value (57%) and finding a brand to better suit personal needs (31%) stand behind the decision to move to a different brand.

Switching Behaviour

Switching has never been easier.

More choice and more possibilities are available, as are comparison and recommendation tools.

Comparison and recommendation tools allow the process of switching to be simplified. With the offers and regulations explained, customers are metaphorically given a master key that allows access to all of the market’s doors.

Six out of ten customers have switched at least one brand in the last 12 months: the majority have switched shampoo (26%), energy provider (26%) and supermarket (18%).

In the last year many switched to new brands which entered the market and disrupted the status quo:


Many consumers also appeared interested in trying new brands.

More than half (57%) have already bought from start-up companies - in particular, younger consumers, those with children under 18, and those from higher-income households.

The main drivers to try a brand for the first time or to try a start-up seem, unsurprisingly, to be price related. However, there are significant differences in what drives engagement with start-ups vs. established brands people haven’t used before.

How does this work?

In case you’re wondering how you can see all you’ve read in action, here’s two great examples to inspire you:

2018 Bronze Best customer acquisition campaign & 2018 Gold Best customer journey

2017 Silver Best customer acquisition campaign

Hear more from the DMA

Please login to comment.


Related Articles

There are seven key factors that drive consumer spending decisions. Here will look into wellbeing, a new concept of space and technology solutions. Dig in and find what Mintel’s predictions are for the upcoming decade.

Thinking ahead to 2030_Research articles.jpg
Send Advertising Mail, Responsible Mail and Partially Addressed Mail for as low as 12 pence per item.

As the number one branded olive oil in the UK, Filippo Berio and TLC Marketing wanted to find a way to bring the traditional olive harvest methods to life for every customer, so they could experience it for themselves.

Filippo Berio 2 (6).png

Combine AI with state of the art high fusion inkjet printing and you have the ability to produce in high volume at a cost effective rate.

Direct Mail AI.jpg