Marketers were exploring new ways of thinking about brand loyalty during 2015, according to an analysis of the most-read articles on Warc.
The most-read articles on the topic highlighted strong brands and brand utility as the most important factors behind loyalty. Topping the list was Six routes to brand loyalty, which argued that brand loyalty is a consequence of a strong brand, and set out six core principles to consider when building a brand.
In second place was Loyalty exists but not as we knew it, which suggested that the idea of loyalty has become more problematic as people have more choices and shop across a repertoire of brands.
But, the article added, loyalty still exists when brands focus on being useful and providing quality products and services, or when they incite passion or help people express their passions.
In third place was Build brands and build loyalty, which suggested that brand loyalty ought to be considered as the natural consequence of good brand building rather than as a separate marketing objective.
The fourth most-read article focused on a particular age group. Loyalty and Millennials observed that the millennial demographic is much more independently minded than older generations when it comes to brands – more prepared to switch, and constantly seeking better and simpler services.
Consequently brands wanting to sell to them will have to look to deliver exceptional products and services that are relevant, personalised and adaptable.
The fifth most-read article took a more old-fashioned approach to the subject. Loyalty: It's not just in the cards - More ways to add long-term consumers provided best practice advice for developing loyalty programs, which, it said, can increase customer retention and acquisition, test marketing concepts, increase sales, and provide data that improves a company's understanding of consumers.
Data sourced from Warc