Capgemini Italia

Loyalty Deciphered—How Emotions Drive Genuine Engagement

Many of today’s loyalty programs try to buy consumer loyalty with discount and voucher schemes that appeal to rationality. The results are unimpressive—50% of consumers leave their transactional loyalty program accounts inactive and hundreds of millions in discounts go unclaimed.

So, if the rational approach isn’t working, what does? To uncover the true drivers of loyalty, we undertook a worldwide, cross-sector research program. We explored loyalty from an emotional perspective, surveying 9,000+ consumers, 500+ executives, and leading academics to discover the drivers brands can harness to build a loyal customer base.

The result? Our research shows that emotions play a far greater role in creating true brand loyalty than current approaches recognize. Building meaningful, deep-rooted loyalty means thinking less about points and rewards and more about driving emotional engagement. The leaders in this field create loyalty through propositions that are more holistic and rooted in experiences. They engage consumers both rationally and emotionally.

Key findings from the research:

But how can organizations make better emotional connections with consumers? Download our report Loyalty Deciphered—How Emotions Drive Genuine Engagement and our Loyalty Deciphered Infographic to find out how leading brands form strong emotional bonds with consumers.

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