Loyalty is not the Holy Grail
Byron Sharp and Kate Newstead
A loyal customer may not be your best customer. They may have little interest in your category, sticking with your brand for an easy life, and will be low volume purchasers
Loyalty is important. All marketers want this year's sales to re-occur next year and the year after. Yet the loyalty obsession often leads marketers down a path unlikely to generate brand growth, profitability, and – strangely – even loyalty. Brand loyalty follows empirical laws established by decades of scientific marketing research. Marketers who don't know these laws misinterpret...