From the customer's perspective it felt like dealing with multiple companies wearing the same logo. Marketing sends a "We miss you!" email the day after a frustrating support call. Sales doesn't know the customer has already watched a demo. In-store purchase history is invisible to the ecommerce team. No continuity. No memory. No relationship.
That's a problem. Without a doubt, a great website and top-level marketing will help generate new sales, but it's the delivery experience that warrants future ones. This is because today's consumer not only has options for where they'll buy but also a high set of expectations. What's more, they remember the way a product arrives at their doorstep more than how it was sold.
So the brand reinvents itself to pull in a younger segment of the market, often by borrowing ideas from cooler competitors to seem more "on-trend." But instead of younger and cooler, the rebrand comes off as insincere, stilted, or cringey. Worse, the brand's older, core customers, who liked the brand as it was, are irritated by the changes. Instead of spurring new growth, the effort drives off some of the existing customers, leaving the brand worse off than when it started.
"I went to Wordstock in 2005 when it was still Wordstock, and I felt like I had walked into the world I should have been in my whole life," Emmerling said, referring to what is now called the Portland Book Festival. It wasn't long after that Emmerling and her husband, John, a blacksmith, were delivering a fireplace he'd crafted. When they drove by a bookstore, Emmerling recalled, "I said, 'You know, when we retire, it would be fun to open a bookstore.'"
Marketers frequently champion the idea of "customer loyalty." However, much of what is labeled as "loyalty" may not be authentic. For years, brands have patted themselves on the back for retention numbers that look impressive on dashboards. But the truth is far more uncomfortable. A large portion of what we call "loyalty" is simply inertia disguised as affection. Customers aren't staying because they love us. Many are staying because leaving feels like a chore.
Swift is known for her loyalty to her devoted fans, the Swifties. Years ago, she randomly showed up at a wedding shower she was invited to, and bought Christmas gifts for other followers. Before releasing her reputation and Lover albums, she held Secret Sessions, where she premiered the record (and ate homemade goodies) with hand-picked groups of uber-fans. These experiences made her followers feel unique and special - and cemented their fandom for life.
Loyalty grows when your customers feel like you care. Between 2012 and 2014, La Quinta did something most hotel chains would never risk: it let its VP of Loyalty write personal postcards to guests - not to everyone, just to high-value customers or those who seemed ready to drift away. The postcards looked handwritten. Mike Case signed them and included his real email address.
In the new area, which the company said will be trialled until Christmas, customers will be served with a complimentary glass of sparkling wine or hot drink as well as hand and arm massages and Waitrose chocolates. Rosie Hanley, brand director at John Lewis, said: This trial is a perfect example of our wider strategy investing in our stores to offer unique, service-led experiences that our customers can't get anywhere else. [This is] about rewarding loyalty with a premium experience.
Mobile and digital advertisers are increasingly raising expectations around efficiency, accessibility, and convenience for consumers but for brands seeking long-term loyalty, it isn't enough just to meet needs. Marketers need an engaging long-term conversation to create meaningful, human connections with consumers. By humanizing their brand, marketers can establish deeper relationships to help set their business apart in a massively oversaturated market. Creating marketing which resonates with customers leaves a lasting impression, serving the brand well in the long-run.
For decades, telecommunications companies have been the quiet power behind the world's digital transformation. They connect billions, fuel global commerce, and enable nearly every modern convenience. Yet despite that foundational role, telcos have often struggled to capture the consumer imagination or command the kind of loyalty enjoyed by tech and social media brands built on top of their networks. Today, two converging forces can change the equation: the rise of the creator economy and the rapid maturation of artificial intelligence.
The problem arises when that focus overshadows one of your most valuable assets - your existing customers. Retaining customers, and even cross-selling or upselling them, costs less and delivers stronger results than attracting new ones. You've already earned their business and, ideally, kept them happy through great service and support. Those customers are far more likely to buy again, leave positive reviews and refer others.
An entrepreneurial effort that started in Massachusetts in 1908 has solidified into a lasting legacy for quality, affordable groceries. When Greek immigrants Athanasios and Efrosini Demoulas came to the United States, they farmed, kept livestock, and opened a small store to sell their wares. Throughout the Great Depression, the enterprise continued and allowed customers to take food home on credit.
Social media and other digital platforms give businesses more direct access to their audiences - and their feedback - than ever before. This creates a valuable opportunity for brands to strengthen customer relationships, build loyalty and address legitimate concerns in real time. Online responses from your brand must be handled carefully, though: Generic, defensive or unempathetic replies can quickly backfire, leaving customers feeling dismissed and disconnected.
AI aside, with services income now looking a lot more stable subsequent to the Google judgment and hardware sales seemingly given some protection against threatened US import tariffs, "Apple still needs to execute, but the path to outperformance is getting clearer to us, and what will matter most at next week's iPhone launch event is pricing, a still under-appreciated growth tailwind," said Woodring in a client note seen by Computerworld.
Trust isn't just a nice-to-have in 2025. It's the foundation for every meaningful customer relationship. In an era of widespread misinformation, rapidly shifting social expectations, and tightening consumer wallets, brand trust is now one of your most valuable currencies. According to recent eMarketer data, 62.7% of B2B marketers agree that branding is critical to long-term success. But here's the challenge: proving ROI on trust-building efforts is notoriously difficult.
Company loyalty programs are actually costing you a lot of money. That's because shoppers who stick with their favorite brands just aren't being rewarded the way they used to be. She called customer loyalty "a sham." Airlines, internet providers, and banks do a good job of luring in newcomers with flashy deals, while longtime customers quietly pay more. As a result, frequent flyer miles buy less, internet bills creep up after promo rates, and credit card rewards shrink in value.
Consumers aren't loyal to brands anymore. They're loyal to people. In today's crowded marketplace, the businesses that thrive are the ones with owners who are visible, relatable and genuinely invested in their neighbors' lives.
Gamification has become a key feature of how digital media companies pull customers in and keep them engaged, shaping interactions with news apps, streaming services, and fintech tools.
Sometimes, loyalty is simply a result of good old product-market fit. The product does exactly what you need, in a way that's predictable and reliable. You didn't stick around for the cool features or the fancy animations. You stayed because it got the job done.
Some Redditors applauded Bank of America's recent announcement of better rewards amid other competitors "nerfing" their credit cards. Here's what you should know about the bank's new credit card rewards.
While Trader Joe's stocks a wide variety of unique food products, it prioritizes exclusivity over common household staples, opting for a more curated grocery experience.
Online casinos excel in creating personalized experiences for players, tailoring their offerings based on individual preferences and behaviors. This personalization builds a sense of belonging and connection.
