loyalty is earned: why knowing your customer is everything

and we mean actually understanding them.

brand trust is in the gutter. consumers are skeptical, tired of the gimmicks, and some move onto your competitor after just one bad experience (44% to be exact).

but loyalty? loyalty isn’t dead. it’s just evolved. I had the opportunity to join a seminar from Ogilvy on this topic. here’s what I learned for you. ⬇️

the loyalty glow-up

what used to be a stamp card in your wallet is now a complex relationship.

today, loyalty is driven by the perfect mix of emotional connection, consistency, recognition, and trust. but here’s the twist: those dimensions hit different depending on where someone lives, how old they are, and what they value.

💳 millennials? they’re still into structured loyalty programs.

🔑 gen z? they want access. exclusivity. to feel part of something bigger.

👫 gender? doesn’t really factor in. loyalty psychology is actually neutral.

🎞️ oh, and nostalgia works for everyone. it’s pulling on your heartstrings and making a comeback. just make it feel current, not like a dusty yearbook.

one size fits… literally no one

Ogilvy called it a “glocal” approach: think globally 🌎, but act like you know your neighbor’s dog’s name 🏠. broad strategy, hyper-local execution. because loyalty doesn’t scale if it doesn’t fit. you need to know who you’re talking to and what they actually care about. regionally, emotionally, generationally. all of the bases.

what loyalty looks like, by industry

loyalty isn’t a vibe. it’s strategy. it shifts based on your lane. here’s a quick reference guide:

💰 financial services: as you can imagine, trust and transparency are the whole game. give people real tools, real answers, and don’t waste money trying to build a “community” no one asked for.

📲 technology: don’t try to lead the culture, just be in it. authenticity wins here, not flash.

🛍️ retail: the key is to stop chasing solely new customers. reward the ride-or-dies who’ve been with you since before the rebrand.

✈️ travel & transportation: eco-consciousness is the move. show people what you’re doing to reduce impact and mean it. hyper-personalized experiences are on the rise here too, but there’s been mixed reviews. ➡️ how would you feel if the movie you didn’t finish on your last flight was ready on your next 2 months later? teeters the line of creepy… yet perfect?

baby steps to get started

1. talk to your people. actually ask them why they chose you. what keeps them coming back? what they wish you’d do better? we do this for our clients and actually 80% of them get this wrong.
2. spot the gaps. is your messaging consistent across platforms? do your longtime customers feel seen? look at the whole brand experience from the outside in. then, your audience and personas. do they match? (wait, you don’t have those?) we got you.
3. then prove, over and over again, that you see them. how can you show up in little ways?

your brand values don’t matter if no one sees them

customers don’t read your brand manifesto. (wait, what’s a manifesto?) don’t worry, we can help with that too.

👀 they see what you do.

🤝 they feel whether your message matches the moment.

🗣️ they notice when you say one thing and deliver another.

the brands that win? make it simple. make it repeatable. make it real.

🥡 the takeaway: loyalty is earned, not launched.

it’s not a dashboard or a campaign. it’s a relationship. and like all relationships, it needs care, consistency, and actual listening.

in the end, loyalty isn’t built on points. it’s built on trust. and trust is built one moment at a time.

need help with your own loyalty strategy? let’s talk.