‘These shoppers ain’t loyal’: The sentiment expressed in "Loyal," a song by American singer Chris Brown, struck a cord with me, particularly around consumer behaviour. Whilst Brown may be decrying the erosion of loyalty in a very different setting, it's not a stretch to imagine how his lyrics might ring
It seems like every retailer nowadays has a loyalty program. From the local coffee house to “big box” national retailers to almost any online merchant, everyone has a loyalty program. But do people really want them? It turns out the answer is yes – a resounding yes. But are those programs
Theoretically, loyalty programs are supposed to motivate customers to be loyal. But does it always turn out that way? Evidence is mounting that points to the fact that loyalty programs condition customers to expect discounts, and they don’t always cultivate loyalty. And the danger with that discount-driven scenario is that:
