Brand Loyalty never died, there’s just a premium on it, says UK CEO Pip Hulbert
We regularly hear that people aren’t loyal to businesses anymore. Not to airlines, bank accounts and least of all to supermarkets. The facts, however, point to a very different story. It turns out that 77% of Brits are already subscribed to at least one loyalty programme – and 59% say that all brands should offer one. So why are loyalty schemes shrouded in mediocrity despite the clear demand?
Simply put, only businesses that deserve loyalty get it. This rule applies to any business regardless of size. However, the criteria for being “deserving” has changed. Today, you need to prove yourself to customers, not the other way around. More importantly, loyalty is no longer about discounts and giveaways. It’s deep-seated in the customer experience.