Customer loyalty has evolved. Shoppers now enjoy a fast-paced lifestyle filled with digital interactions and expect to be rewarded immediately. Retailers, on the other hand, can get caught up with their department objectives and lose sight of the customer’s overall experience.
What’s more is that some brands have seen loyalty programmes as a data-driven quick-win to amass customer loyalty. But research has shown that genuine loyalty is rooted in a certain emotional connection. Companies have to thus offer more than benefits to foster customer engagement.
