There is no such thing as loyalty

Stuart Evans, general manager of ICLP UK, argues that loyalty occurs only at an emotional level (and that repeat purchase is not loyalty, but merely consistent behaviour).

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...

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