Infios’ The State of Supply Chain: Truth or Trend? report found that while leaders are making bold investments in technology, better alignment between capabilities and consumer expectations could unlock unprecedented loyalty and competitive advantage.
"Our research highlights a clear path forward for supply chain leaders," says Richard Stewart, EVP, industry and product strategy at Infios. "Companies that bridge the divide between operational performance and what consumers truly value will differentiate themselves in the market. This isn't just a challenge, it's a blueprint for building lasting customer relationships and driving growth."
Key takeaways:
· While leaders currently focus on loyalty (88%), speed (66%), transparency (44%) and low cost (38%), consumers themselves prioritize quality (58%) as their No. 1 loyalty factor with 29% willing to switch brands if quality drops.
· The study suggests that companies that reframe their investments to better reflect what consumers truly value, will be best positioned to strengthen loyalty and expand market share.
- 78% of consumers expect tariffs to affect them personally, yet 90% of supply chain leaders say tariffs won’t hit consumers’ wallets. Leaders who proactively communicate how they're navigating trade changes can build trust and demonstrate responsiveness, turning a potential concern into a competitive advantage.
- Leaders are already investing strategically in AI to transform supply chains, with opportunities in optimization, accuracy and productivity. The next frontier lies in ensuring these AI investments deliver visible benefits that resonate with consumers, particularly in product quality, transparency and personalized experiences.
- While 32% of leaders currently prioritize sustainability, the report shows that consumer brand loyalty is not driven singularly by sustainability practices. To drive brand value, companies need to authentically integrate sustainability into their customer value propositions—through transparent sourcing, lower environmental impact and ethical practices—to drive loyalty gains with today's purpose-led consumers.
