Money can't buy loyalty

Steve Hastings
Mark Price

Something is wrong with the loyalty industry. The assumption that you can buy love is fundamentally misplaced. Giving people points for purchases only results in 'cupboard love', not real devotion.

Yet real devotion and the behaviour it leads to are the proper focus for marketing.

Perhaps if loyalty schemes were renamed love schemes, then trying to bribe people with points would be lower down the list of priorities. Understanding more about what consumers need, desire and feel would be altogether more pressing. It is now easy to set up a system that constantly churns out standard letters and offers. It is altogether more challenging to develop an approach that engages with customers on a personal level to demonstrate that they are appreciated.