There is no such thing as loyalty

Stuart Evans

There is no such thing as loyalty. A statement sure to evoke a rebuke from companies dedicated to the development of points-win-prizes 'loyalty' programmes for their clients or customers. But should most of these brands truly believe that they have attained an emotional 'loyalty' relationship with their customers, comprising mutual trust and enduring devotion? I think not.

While emotional loyalty between a brand and customers may be the nirvana that many strive for, is it really unattainable? There is an underlying assumption that irrational, emotional engagement with customers is the sole domain of brand marketing – the dark art of creating a positioning that is either highly aspirational or imbues overarching trust in the brand. Much has been written about this – instead we will address the technical science of true loyalty marketing.