Money can't buy loyalty
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.
real devotion and the behaviour it leads to are the proper focus for marketing.
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.