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.

The full report can be found here.