Loyalty isn’t love, it’s utility, habit and frictionless design, and it’s time marketers built programs that reflect that reality. Editor’s note: Loyalty isn’t love — it’s habit. In Part 2 of our ...

The future of loyalty is a frictionless flywheel that gains momentum with every joint success. Stop incentivizing purchases and start enabling program members’ success. Loyalty programs work best when ...

Loyalty programs need to be more focused on immediate and functional rewards. Between a tougher economy and consumer demand ...

Consumers judge brands within the first purchase and then decide whether the loyalty points are worth collecting later.

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Heightened expectations backfire. Loyalty members expect better service and react more strongly when brands fall short. Unmet expectations can harm brand equity. Perks can backfire. Loyalty rewards ...

Customer loyalty is a customer’s willingness to repeatedly return to a company to conduct some type of business due to the delightful experiences, quality of products or services, and the value they ...

Are loyalty programs or AI more important for businesses to focus on in the coming year? In truth, they are deeply intertwined.

As consumers redefine what value means to them, brands can differentiate themselves not only through competitive pricing and strong products, but also through loyalty programs that deepen engagement ...

There are countless customer loyalty programs out there and they work in a wide variety of ways, but they all have one purpose: to reward you for regularly buying from a particular brand. Simple ...

Budgets are tighter, discount fatigue is real and engagement alone no longer passes as proof that a program is working. CMOs are being asked a simpler, tougher question: What is loyalty actually ...

This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business. The brands that win loyalty ...