Just as retailers can choose a variety of methods to build loyalty through formal programs, they can also approach different facets of loyalty. Fundamental loyalty focuses on product quality, brand reliability and purchasing convenience while transactional loyalty is built based on price and purchase frequency. Emotional loyalty, however, is tied to brand trust, happiness with purchases and a willingness to recommend products. “Brands tap into emotional loyalty … by delivering more than just transactional value via tactics like experiences,” Gartner notes.
