The Love Matrix

The Love Matrix

Are customers loyal to the brand, or are they (just) loyal to the discount?

In the last few decades, the word “loyalty” has gone from representing a strong feeling of support, allegiance, and even love, to being synonymous with points programs and cards. Yet it’s the original sentiment that is most important in the relationship between a brand and its customers.

Curiously, many brands still rely primarily on points, discounts and rebates as a means of influencing customer behavior – oddly enough, even brands whose positioning is not focused on price or savings find themselves in this position.

The Love Matrix, the two-by-two matrix created by pivoting brand love and program love together, reveals some interesting insights related to brand loyalty and hints at effective strategies for marketers.

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