Is it the end of the road for loyalty?

Jon Ingall

This piece on customer loyalty differentiates between incentive and loyalty schemes. The author asks whether customer loyalty is a thing of the past.

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.

Green Shield stamps

To...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands