Can you program loyalty?

People who buy you aren't necessarily your loyalists. That you probably already know. But you hold on to the idea that there are loyalists and probably quite a few of them. Hence you developed your loyalty program.

But people who buy from you often may not be your loyalists. They could be shaky customers. They shopped around, compared and came back to you. If you were told 69% of your customers are always looking around instead of being die-hard fans. And if you were told that your true loyalists are only 13% of your consumers, would you still think there is a great ROI behind your loyalty program?

Would you change the way you market?

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