Is It The End Of The Road For Loyalty?
Jon IngallArchibald Ingall Stretton
Customer loyalty is the holy grail of marketing. From car manufacturers hoping their customers will return to the marque at trade-in, to the supermarket trying to ensure its goods fill your fridge from here to eternity engendering loyalty remains high on marketers' agenda.
Loyalty schemes, on the other hand, are supposedly losing their lustre. The ever-changing ownership and fortunes of Air Miles and the poorly received launch of Nectar have, for many commentators, marked the approaching downfall of modern loyalty programmes.
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