Reclaiming Brand Affinity How retail rediscovered the power of emotional loyalty during a crisisLoyalty is a valuable commodity. For consumer-facing businesses – retail, food and beverage, travel – as well as business-to-business (B2B) enterprises, customer loyalty has tangible, measurable worth. The desire to harness this worth has made loyalty synonymous with the loyalty “program” – a marketing engine of revenue and profit that can be fine-tuned and optimized for efficient customer acquisition and retention. Loyalty programs are traditionally transactional and value- oriented, designed to extract commercial outcomes from incentivized consumer behavior. They are not necessarily meant to elicit an emotional response, but to drive rational action: spend, reward, repeat. Freque

Join for free to read