Category Archives: customer loyalty and retention

It’s not often you find loyalty so clearly and overtly articulated as a strategic imperative for a brand “to drive long-term growth and sustainable competitive advantages” It’s powerful when you do. Ulta Beauty does this so simply, so clearly and with more than 32.6 million reasons. There are 32.6 million active guests enrolled in their…

How are you? How have you coped during this topsy turvy year? Have you managed to get to know your members even deeper than ever before? Have you managed to influence some of their behaviours and beliefs (remember the definition of loyalty I provided you?). Have you still delivered to the expectations your business has…

I’ve written about ‘surprise and delight’ before. I’ve written about ‘joyalty’ before. Both of these cover the opportunity for a magic moment at delivery. When I experience the reality of this, it makes me realise how some brands have worked out that every moment has an opportunity for magic. A recent delivery of some wine…

It’s a rant, it’s a plea, it’s really just a matter of longevity for loyalty programs to move beyond benefits and bonuses and solve a customer pain point. Programs are disappearing into the sea of sameness with all the usual points and perks, bonuses and benefits, birthdays and sales events, tiers and transactional offers. It’s…