Proving the value of emotional loyalty

Edwina Dunn

This article looks at how to secure customer loyalty by appreciating them as individuals and communicating with them with relevance.

It's no surprise that if you can convince a customer to visit one more time and make one more purchase, then you can theoretically, and across a large customer base, drive revenue by millions of pounds or dollars. For supermarkets, the visit frequency and essential nature of eating food to survive means that the dynamics are more predictable. However, achieving this at a macro level for non-food businesses is easier said than done. Emotional loyalty can only be nurtured if you understand – and speak to – customers' genuine passions and motivations, but how can brands remain relevant to a...

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