The question of brand loyalty versus loyal purchase behavior often comes up in discussion with clients and in industry articles and forums. Can a loyalty program really make consumers passionate about a brand? How do emotional and rational loyalty differ, and how can a program create both?
When a marketer says, “I want my customer to be passionate about my brand,” one of the first things we say is that you have to keep in mind what a loyalty program can do and what it cannot do. It is true that many brands create passion without a program. Whether loyalty is driven by intrinsic factors or through a programmatic approach, loyalty efforts have the greatest chance of success when… More
With mobile and social apps helping retailers deliver a premium shopping experience to any customer with a smart phone, how can loyalty programs provide differentiated service for the most valuable customers? What is the right balance between rewards, experience and service?
Today’s shopping apps are rapidly changing the retail experience, providing fingertip access to price comparisons, product information, product suggestions, shopping lists, menu planning and a host of other features. Which apps and services should be reserved “for members only?" Are material rewards becoming more important, and how can a marketer ensure the financial viability of rewards? The best material rewards are… More
