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

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
How to Encourage Customers to Post Photos about Your Brand

How to Encourage Customers to Post Photos about Your Brand

Visuals impact buyer behavior – there’s no doubt about it. But not just any visuals will have the impact you planned on your eCommerce marketing strategy. If the only images your customers see in relation to...

Luisana Cartay
Luisana Cartay 8 June 2016
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

Whether you're a startup or an established business, the company website is an essential element of your digital marketing strategy. The most effective sites are continually nurtured and developed in line with...

Digital Doughnut Contributor
Digital Doughnut Contributor 7 January 2020
Read more
Digital Marketing Trends for 2023: What’s New?

Digital Marketing Trends for 2023: What’s New?

Marketing has evolved at a rapid pace over the past 12 months. More attention has been paid to giving customers a great experience across many channels. Meanwhile, we’ve also recently noticed a clear shift toward...

Georges Fallah
Georges Fallah 19 January 2023
Read more