What Loyalty Looks Like, Through a Human Lens
This report was featured on Marketing Week.
Loyalty isn’t a scheme. It’s a strategy.
We're proud to have contributed to The Long & Short of Loyalty, a new report from VCCP in partnership with the DMA, exploring how loyalty can be a real driver of long-term brand and business growth, when it’s done right.
The report takes a hard look at how loyalty programs perform when they’re deeply integrated into the brand’s strategy (not just tacked on at the end). Backed by analysis of 1,700+ campaigns from the DMA’s Effectiveness Databank, it surfaces some powerful findings about what loyalty looks like when it actually works.
We were excited to bring a human lens to the project, helping to dig into how and why certain brands manage to earn both emotional resonance and commercial results.
Highlights include:
- A new model of loyalty that aligns proposition, experience, and behavioral science
- Stories of “Loyalty X Factor” brands that outperform the rest on retention, acquisition, revenue, and order value
- A deep dive into the emotional science of loyalty, thanks to our partners at Cowry
- Practical CX and MarTech principles for building loyalty systems that feel good and work
It’s the kind of work we love being part of - where strategy meets creativity, and data meets humanity.
