We regularly hear that people aren’t loyal to businesses anymore. Not to airlines, bank accounts and least of all to supermarkets. The facts, however, point to a very different story.

It turns out that 77% of Brits are already subscribed to at least one loyalty programme – and 59% say that all brands should offer one. So why are loyalty schemes shrouded in mediocrity despite the clear demand?

Simply put, only businesses that deserve loyalty get it. This rule applies to any business regardless of size.


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