As challenging as 2020 has been with multiple disruptions caused by the pandemic, marketers can expect many of those effects to linger into 2021 while facing newer hurdles. Under these circumstances, B2C marketers are likely to pay more attention to maintaining the loyalty of existing customers and encouraging repeat purchases from these consumers rather than investing in acquiring new customers. Vendors of loyalty programs are seeing greater interest in their services, while direct-to-consumer (DTC) brands that have disrupted many product categories have come to appreciate customer retention and recurring purchases as key revenue drivers, Forrester notes.
