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The Slow Death of Brand Loyalty

Last summer, INC. Magazine published an article titled "Does Brand Loyalty Still Matter?" that examined the importance of loyalty programs in order for brands not to lose "Active Loyals". I found the article intriguing solely due to the data. According to the Direct Marketing Association (DMA), 40% of Active Loyals "stay loyal to their brand for routine and special purchases. (Tend to be both older and younger.)" I'm left to assume that routine...