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What We Do

Customer Loyalty

​Building strong, long relationships that add value to you and your customers

The definition of customer loyalty is where a person chooses to use a particular shop, brand or supplier to buy from, over others. It is typically identified by long term relationships and comparatively high lifetime values against the majority of a customer base.


It is also seen as a marketing strategy that exists to influence and grow customers, using a combination of targeted, timely communications, incentives and discounts.

Retaining customers is less expensive than acquiring new ones, and customer loyalty strategies and programmes exist to enhance the value of the relationship between customer and supplier. The value for the customer can be enhanced service, or rewards. The value for you as the supplier is increased purchase frequency and a higher lifetime value.


Customer loyalty programmes have existed for a long time. 'Points mean prizes' schemes have existed for as long as the customer loyalty concept has existed, but Loyalty strategies can be so much more.


Famous examples of ongoing loyalty programmes are Clubcard and Nectar. These have a clear proposition, collect points by spending, then redeem those points for gifts, experiences and much more.

Customer loyalty is a strategy that rewards engaged customers that frequently choose you above others


Intelligently selected communications, offers and incentives will grow the customers lifetime value

An often-used strategy is using time limited programmes or campaigns to enhance loyalty at specific times in the year or in the customer's lifetime, such as 'spend X and get Y' campaigns. These are very different to ongoing programmes mainly due to the time limited nature that gives you more control.


What all types of loyalty strategies should contain is the use of tactical campaigns to augment the larger programme or campaign. These discrete product offers, bonus points and discounts should be used to fill gaps in behaviour, support specific business objectives or build on ideal behaviours to accelerate the loyalty building process. 

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