Just before Christmas I saw an article on the Econsultancy blog: Loyalty schemes don’t create loyal consumers, says Ipsos MORI. The post was based on research conducted by The Logic Group and Ipsos MORI and suggested that:
So, it seems that most loyalty schemes are reward programmes that don’t necessarily drive loyalty.
So, what does loyalty mean?
In the dictionary, loyalty is:
Whereas, Seth Godin in his post Loyalty suggests that:
“Loyal customers understand that there’s almost always something better out there, but they’re not so interested in looking.”
No mention of incentives in either of these.
Let’s not kid ourselves. A reward or ‘bribe’ by another description can and only will last for as long as it is not bettered by another. Just look at the picture above. How many ‘loyalty’ cards do you have in your wallet? Just because you have one in your wallet does that make you loyal? Probably not. I bet it’s got more to do with convenience.
Therefore, if you want to breed real loyalty then give your customers something that is ‘special’ to them as individuals like a better range of services or offers or just better and more personalised service.
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