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          SMEs may be able to boost their brand loyalty by engaging with customers online, knowthenet.org.uk has said.

          Companies looking to increase their brand loyalty should use the internet to interact with consumers and keep up-to-date with trends and issues, the company advised.

          Phil Kingsland, site director of the internet users’ educational and advisory portal, said: “It is often better to be interacting with your customers where the debate is going on. Ignoring the debate can mean missing the opportunity to engage more deeply with and create greater brand loyalty.”

          Tools available for companies wishing to interact with customers in an online environment include social media sites such as Twitter and Facebook, and forums which can be set up their own website.

          The rising popularity of smartphones has increased the need for companies to engage online.

          A survey by Demandware, which questioned 454 people in North America and Western Europe on their ecommerce habits, found that 90 per cent owned smartphones. It also found that these so-called smart consumers were more likely to display brand loyalty when presented with a positive online shopping experience.

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