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.

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