Editorial: The new face of loyalty
Colin GrimshawWarc
The quest for brand loyalty and the rewarding of consumers to keep them loyal has been a core tenet of modern marketing. The belief being that loyal customers represent efficiency in marketing, requiring little persuasion to repeat purchase. They are inclined to buy more of the brand, more regularly, and are likely to act as brand ambassadors, influencing others to try the brand.
Yet this conventional wisdom has become one of the most hotly contested and debated of all marketing axioms. It was Admapcolumnist Byron Sharp and his book...