No marketing plan in the 21st century is complete without a strategy to increase and maintain customer loyalty. But does loyalty genuinely exist, in the true meaning of the word? And if it does, how do you achieve it? Do you have to win it, buy it, earn it or incentivise it?
Brand and Marketing Managers are constantly being told that they need to ‘do loyalty’, without really having a clear concept of what that means. When they come to us, we ask them what their business challenge is – because if most of their customers have only ever bought from them once, there’s probably a very basic functional issue to be addressed, and no loyalty programme will make an impact.
For brands that have a clear understanding of their business challenge, and know exactly what they need to achieve, creating and maintaining loyalty becomes the primary focus. So where do they start?
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