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Just as we thought the world was about to return to normal after more than two years of uncertainty, along comes a global economic crisis, inflation tending towards 20%, and a possible recession.
When the Data & Marketing Association (DMA) last ran our loyalty research two years ago, we were slap bang in the middle of the pandemic, a global event which undoubtedly had an impact on how we, as consumers, buy and who we are loyal to.
Now we find ourselves considering more years of potential strife and, no doubt, that too is going to affect our loyalty. The latest report in the DMA’s Customer Engagement series, ‘How to Win Trust and Loyalty’, reveals the outlook for customer loyalty and trust as we face increasingly tough times.

This year’s report investigates what impact the cost-of-living crisis is likely to have. Some of the findings are not too surprising: consumers are highly sensitive to price increases and they’re looking for switches and ways to save money. But what is clear is that all consumers are being challenged to change their spending habits, with cut-backs planned across the board.
Across all categories surveyed for – from eating out to clothes, food groceries, car fuel and holidays – most consumers have made changes or are planning to alter their spending habits. Over half of the individuals surveyed in the report see themselves as struggling to some degree, with one in eight already unable to stretch beyond essentials. For all brands, awareness of their customers and the strain they are under is going to be vital.

While it may be clear that cutting back is a common response to the cost-of-living crisis by consumers, it is useful for brands to understand where, how much, and why. For example, 39% of consumers who spend on eating out are cutting back on this, versus 18% who have already stopped spending on it completely in the last six months. Meanwhile, 21% of consumers who drink out of home have already stopped spending on this, and the same proportion (21%) have stopped spending on fitness or sport. These pragmatic mindsets are sculpting what engagement methods and loyalty drivers are most effective.
The report also found that, while our fundamental loyalty segmentation has remained static for several years, there are now underlying changes happening. Consumers are worried, and starting to switch brands in response to cost pressures. Family budgets are being stretched and so shoppers are more inclined to look at offers as a result. Interestingly, 51% of consumers now agree that they often change their mind about what brands or shops to use as a result of deals or offers, in comparison to 49% of consumers in 2020.
Uncertainty is rife and consumers are more inclined to be disloyal. Feelings of disloyalty have increased among consumers over the past two years – 41% of consumers claim that they feel less loyal to brands and companies than they did a year ago, in comparison to 34% in 2020. In fact, we have already seen a change in loyalty to favoured grocery brands, with the more cost-conscious brands Tesco, Aldi and ASDA all increasing, and M&S, Waitrose and Sainsbury’s all decreasing.

The next few years are likely to be tough: the outlook is certainly looking grim at the present time. However, consumers still want to be loyal to the brands they love, and they want to retain the habits they have built up. But that may not be possible, so offers and cheap prices are likely to become more and more attractive.
For brands, that creates a challenge: to stick or to twist, to keep doing what built up a loyal customer base, or to chase possible switchers with offers. Right now, there is probably no correct answer but rather a need to be adaptable, to be willing to vary strategy, and to react promptly. But boy, do we hope there can be some sort of normal soon.

This was posted in Bdaily’s Members’ News section
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LOS ANGELES–(BUSINESS WIRE)–Serialized fiction just got an upgrade with YONDER, from the teams behind leading storytelling tech platforms WEBTOON and Wattpad. Launching today, YONDER is a new serialized fiction app bringing a premium, curated experience to the hottest category in publishing, serialized storytelling. Designed for binge-worthy stories, YONDER elevates serialized fiction, with a focus on curation, stories from influential authors and publishers, and an enhanced experience that rewards readers with more to read. With millions of people reading fiction online every month, YONDER also offers publishers and authors an exciting way to tap into this growing category, reach new audiences, and monetize in a new format.

From scary to steamy, mysterious to scintillating, YONDER hosts a diverse array of exciting fiction, with new chapters added daily. YONDER’s launch catalog offers hundreds of stories across every genre, including a serialized adaptation of The Remarried Empress by Alphatart, the global webnovel and webcomic phenomenon with over 1.5 billion reads on WEBTOON. YONDER is also the home to exclusive new titles like Bound to the Shadow Prince from Ruby Dixon, the international best-selling fantasy author of the TikTok viral sensation series Ice Planet Barbarians; Bitten by Desire, the first paranormal romance from Wall Street Journal, USA Today, and #1 Amazon best-selling author Ivy Smoak, best known for The Hunted series; and Gravesong, a spinoff of the wildly popular web serial The Wandering Inn from beloved LitRPG author pirateaba.

YONDER is also working with award-winning, innovative publishers to bring fiction from various genres to the app. Blackstone Publishing, Aethon, Sterling and Stone, Portal Books, and Wraithmarked are among YONDER’s first publishing partners, bringing a mix of popular and exclusive stories to the app. Publisher content at launch includes the New York Times #1 best-selling YA series House of Night by P. C. Cast and Kristin Cast, LitRPG hits Ascend Online by Luke Chmilenko, Steve The Paladin by A.C. Hadfield, and Servant of Rage by Alex Knight. YONDER will also be the exclusive home to Darkness Itself, sequel of the popular web serial Available Darkness by David W. Wright and Sean Platt.

“YONDER takes mobile serialized reading to an entirely new level, with high-quality, curated content, and a model that rewards readers for doing what they love, reading!” said Hwalin Oh, President of YONDER. “On YONDER, the more you read, the more you get, with rewards and perks to read even more. With some of the most exciting voices in fiction, and a product that encourages and rewards reading, YONDER is the future of fiction, bringing bookshelf quality stories to a serialized mobile app.”

With the growing popularity of webnovels and mobile reading, YONDER presents a new opportunity for authors and publishers to capitalize on these categories and new reading trends to reach new audiences. YONDER works with publishing partners to reimagine their backlists in a unique serialized mobile format that will inject new life and renewed interest into previously released works. The app also collaborates with each of its authors to optimize their stories for the platform.

“We’re in the business of empowering authors and publishers to tell great stories in a compelling new way,” said Sue Johnson, Chief Content Officer of YONDER. “Mobile serialized fiction can unlock creative new ways for authors to tell incredible stories and offers an enormous back catalog opportunity for publishers. We live in an exciting era for readers, authors, and publishers where storytelling technology platforms have made new fiction formats more accessible to a global audience.”

“Storytelling as we know it is changing and YONDER is at the forefront of that innovation,” said Anne Fonteneau, Chief Sales Officer, Blackstone Publishing. “We’re thrilled to work with YONDER and the teams that pioneered serialized mobile fiction to help our authors reach new audiences who are reading in new and exciting ways.”

“At Aethon Books, we’ve always prided ourselves with being on the cusp of the next big thing in publishing, which is exactly what we see in YONDER,” said Rhett Bruno, Co-Owner of Aethon Books. “The world has been yearning for this platform, and we’re beyond thrilled to be among the initial group of publishers working with YONDER to amplify our authors’ great stories.”

In a world of mobile distraction, YONDER offers an ad and distraction-free reading experience. Every story on the platform will allow readers to explore several chapters for free before deciding to unlock additional chapters using virtual Coins. YONDER’s coin-based model gives readers flexibility and total control over what and when they want to read. Readers will also receive regular promotional deals, giving them more chances to engage, explore, and indulge with stories on YONDER at no cost.

With hundreds of titles across a wide variety of genres, YONDER offers unmatched curation.

YONDER is now available for free on Android and coming soon to iOS. To learn more, visit YONDERStory.com.

About YONDER

YONDER is a new serialized fiction app from the WEBTOON family of brands, combining mobile reading, an engaging serialized experience, and thousands of curated stories in every genre. With a catalog of premium fiction and a pay-what-you-read model, readers can explore, discover, and fall in love with stories in an entirely new way. YONDER is the next chapter in storytelling.

Learn more at YONDERstory.com or download YONDER for free on Android and coming soon to iOS devices.

Although Overwatch 2 has introduced a complete premium battle pass and item shop, there are still a few ways for players to enjoy the game without spending their hard-earned cash on the game’s new premium paid content. Throughout the lifespan of the original Overwatch experience, players who paid to play the game had many opportunities to earn cosmetic rewards, including through special in-game events, free loot boxes, and outright purchasing them with Overwatch credits. Unfortunately, now that Overwatch 2 has fully replaced the original game, players need to buy coins to purchase all the skins, highlight intros, victory poses, emotes, voice lines, and sprays they want. However, there are still a few ways for players committed to free-to-play to get what they want.
SCREENRANT VIDEO OF THE DAY

In Overwatch 2, players will get most of their cosmetics either through the new battle pass, which comes with free and premium versions or by directly purchasing gold coins through game storefronts. Gold coins can then be spent in the Item Shop and the Overwatch 2 Hero Gallery on certain cosmetic items. Thankfully, players who’ve spent hundreds of hours in the original game collecting cosmetics in Overwatch will keep everything they’ve bought and earned. In addition, any credits players had from the original game also carry over and can also be spent on certain items.

Related: Overwatch 2’s Cosmetics From The First Game Priced At Over $12000

Although new Overwatch 2 hero Kiriko’s cosmetic grind is long, the game’s playable content, such as modes and maps, is available to all players free of charge. On top of that, players can also earn gold coins from completing in-game challenges, purchase items using their leftover credits from Overwatch, and grab a few free items from Overwatch 2’s free battle pass.

How To Earn Coins & Play Overwatch 2 For Free

Although players can access all of Overwatch 2’s playable content without paying, cosmetics undoubtedly enrich the experience and give players a chance to style their favorite heroes the way they want. To get as much free content as possible, players should focus on completing their in-game challenges. With Overwatch 2 Double XP weekends coming soon, weekly challenges are particularly important as these offer 5,000 Battle Pass XP each when completed. As it takes 10,000XP to level up a tier in the Overwatch 2 Battle Pass, these challenges are useful as players can grab some new cosmetic items for their characters in the free battle pass track.

Players who complete 4, 8, and 11 weekly challenges each week will also earn 30, 20, and 10 coins, for a total of 60 coins a week. 60 coins aren’t much, significantly, since a single premium skin can cost nearly 2,000 coins. Unfortunately, this is currently the only way players can get coins for free, and unfortunately, Overwatch 2 isn’t particularly friendly to players who aren’t spending. Luckily, players of the original Overwatch can still spend their credits on cosmetics, including cosmetics for new heroes such as Overwatch’s new support healer Kiriko, Junker Queen, and Sojourn. However, as there doesn’t appear to be a way to earn more credits, players should be careful about spending them.

Players who aren’t looking to spend money will have a particularly arduous grind ahead of them. Overwatch 2’s new business model has proven controversial, and without a significant shakeup, players who don’t want to spend money will have a rough time. While there isn’t anything stopping players from jumping into Overwatch 2’s many modes with their friends without paying, being limited to stock cosmetics is sure to reduce their enthusiasm for the game.

Next: Overwatch 2’s Hated Phone Requirement Gets Partial Fix From Blizzard

Editor’s Note: A lawsuit has been filed against Activision Blizzard by the California Department of Fair Employment and Housing, which alleges the company has engaged in abuse, discrimination, and retaliation against its female employees. Activision Blizzard has denied the allegations. The full details of the Activision Blizzard lawsuit (content warning: rape, suicide, abuse, harassment) are being updated as new information becomes available.

• Overwatch 2 Developer: Blizzard Entertainment Franchise: Overwatch Genre: First Person Shooter Platform: Nintendo Switch, PlayStation 4, PC, Xbox One, PlayStation 5, Xbox Series X/S Publisher: Blizzard Entertainment ESRB: T Original Release Date: 2022-10-04 Multiplayer: Online Multiplayer, Online Co-Op Summary: Overwatch 2 is the sequel to the Blizzard team-based PVP shooter released in 2016. Overwatch 2 will completely supplant the original entry, shuttering the prior title in favor of 2. This sequel reduces team sizes to five instead of six. Players will choose from one of thirty playable heroes and pick from one of three classes: damage, support, and tanks. PVP remains the core focus; however, Overwatch 2 now has a stronger emphasis on cooperative play with the addition of PvE modes – four-player cooperative excursions where players will take on different tasks against AI opponents. Overwatch 2 is a free-to-play game and will offer a battle pass option like others of its genre instead of its prior loot box system, allowing players to earn cosmetics and more each season.