What drives customer loyalty these days?

Examples of successul loyalty programs

The concept of loyalty has changed

We have more jobs in our lifetimes than our parents, we change banks and service providers at the flick of a switch – when previous generations stayed put for life – and we are more willing to move location. While we may feel an emotional pull towards a specific brand, we know that the supermarkets can pull them off the shelves tomorrow, making us try something new or go somewhere else for that product.

  • Consumers must be able to trust the brand before they develop loyalty to it. Brands need to be transparent, humble and approachable, rather than distant and overly-corporate.
  • A mixture of incentives and obligations drives us to return to the same business repeatedly, but while factors such as our level of satisfaction and how much we’ve invested in a relationship may contribute to loyalty, it doesn’t guarantee it.
  • We should distinguish repeat purchases from loyalty. Our habits may dictate that we make repeat purchases sometimes, but when these habits change, so does our buying behaviour.
  • For loyalty programmes to succeed they need to focus on what the individual customer wants, rather than what ‘types’ of customers want.
  • Brands need to focus on creating a scheme that is easy to implement, understand and use. 

Customer loyalty and retention

A 5% increase in customer retention increases profits by anywhere from 25% to 95% Existing customers spend 31% more, and are 50% more likely to try new products, than new customers. People who’ve made two previous purchases are nine times more likely to buy again than a prospective customer. 


The approach to shopping has changed drastically over the years. It is no longer about keeping up with trends, rather about meeting our own expectations: what do we really want and how can we get the best deal for it?

Considering this ever-changing environment, you need better tools in the battle for loyal customers.

In this white paper you will learn:

  • What loyalty is and what drives it
  • How to prepare a successful loyalty program
  • The common mistakes you should avoid
  • How big players do it. Case studies of JetBlue Airways and Heathrow Airport

Find all this and more, along with key takeaways for brands and retailers, in the white paper below. It is FREE to download now!

If you have any questions, feel free to contact us!

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