Category Archives: Customer loyalty

Commitment to loyalty as a strategic imperative – here’s proof

Loyalty as a strategic imperative
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…
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Dear loyalty program…

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…
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Delivering a box of loyalty

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…
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