Article

Dominika Tyliszczak
Dominika Tyliszczak 7 February 2020

Emotional Loyalty: Turning Today's Buyers into Tomorrow's Devoted Fans

Customer loyalty and advocacy are top priorities and critical to a brand’s success. However, with countless choices at consumers’ fingertips, and an endless number of brands vying for their attention, you have to wonder, “Is brand loyalty broken?”

“Consumers don’t need to be loyal to brands. Brands need consumers to be loyal to them.” — Forrester Research Principal Analyst Emily Collins

Our latest research report, in partnership with CMO Council, Loyalty That Lasts, found that nearly half (43%) of marketing leaders surveyed agree that building deeper relationships with customers is a top priority in the next 12 months — but just 11% are confident that their strategies will get them there. That’s a significant disconnect.

However, plenty of brands are winning by creating direct, genuine relationships through a value exchange with customers and moving beyond traditional marketing tactics like points and rewards. For them, loyalty is an outcome — a goal that can only be achieved by knowing your customers deeply and nurturing the relationship at every opportunity. 

In our latest webinar, we highlight two of those leading brands, as well as one of the foremost experts on customer loyalty and helping marketers develop intelligence-driven loyalty strategies and programs. This on demand webinar is available now and features insights from:

  • Emily Collins, Principal Analyst at Forrester, who discusses the science behind what makes consumers loyalists and how brands can leverage this information to deliver the right experiences at the right time. In addition, she talks about the challenges marketers face in delivering personalization, while driving loyalty and strategies for overcoming these obstacles.
  • Ben Cooke, Vice President of Business Development at Fleet Feet Sports, who describes the loyalty journey Fleet Feet has been on, including why the business saw the need to reinvent their loyalty program. Ben also shares the challenges and successes Fleet Feet experienced in establishing its loyalty program that incentivizes customers’ healthy lifestyles with unique running-related experiences.
  • Kevin Myers, Chief Marketing & Information Officer of Donatos Pizza, who talks about the starts and stops Donatos went through in finding the right mix for its loyalty program. He demonstrates why it’s important to develop hypotheses, test ideas, and monitor the data to deliver the loyalty program the customer wants. In addition, Kevin talks to the successes Donatos has seen and where their program is headed. 

Emotional Loyalty: Turning Today's Buyers into Tomorrow's Devoted Fans.” - Watch now.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
B2B Marketers Need a New Approach to Lead Gen to Meet the Growing Quality Challenge

B2B Marketers Need a New Approach to Lead Gen to Meet the Growing Quality Challenge

The biggest challenge facing B2B marketers in 2024 is generating high quality leads. And the problem is getting worse.

Michael Nutley
Michael Nutley 18 March 2024
Read more
How to Create a Landing Page: The Ultimate Guide

How to Create a Landing Page: The Ultimate Guide

Learn how to make an effective landing page with our latest article. Perfect for beginners and pros alike, this article gives you practical tips to create a landing page that works for you. From picking the right...

Ravi Shukla
Ravi Shukla 19 February 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
4 Tips for Building Effective Direct Response Marketing Campaigns

4 Tips for Building Effective Direct Response Marketing Campaigns

Craft irresistible offers and elevate your marketing strategy with direct response marketing campaigns.

Iulia P
Iulia P 22 March 2024
Read more