Ben Pask says, “There are indications that the level of interest towards brand loyalty remains increasingly strong.

Do a quick search in Google Trends and interest in the topic of ‘customer loyalty’ shows signs of steady growth after the 2008 recession.

It comes as no surprise, as macro-economic forces drive customers to seek better value in some of the more considered purchases they make each day.

However there are indications that the market for loyalty scheme membership, is reaching saturation.

How can it be the case that one person can amass 16 loyalty cards, and not redeem any points?

Both halves of that sentence seem a little bonkers to me, but perhaps the way that the marketing industry imagines loyalty to be, isn’t solving the problem it’s trying to fix”.

Reimagining customer loyalty: Why it’s about more than just a store card

Econsultancy

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