Building loyalty that lasts: how brands can truly connect

When times are uncertain, loyalty can feel like a fragile thing. Customers are watching their spending more closely, weighing up every purchase and switching brands if something better comes along.

For businesses, that means loyalty is one of the most powerful ways to keep relationships strong and growth on track. But here’s the thing: building loyalty today looks very different from the old-school points card in your wallet. The brands winning on loyalty are those that create real value, treat customers as individuals and build connections that go beyond transactions.

Let’s dig into how to make that happen.

Why loyalty matters more than ever

Economic uncertainty has shifted customer behaviour in big ways. Shoppers are more price sensitive, slower to spend and quick to try alternatives if they see better value. Loyalty programmes (when done right) help ease those concerns by:

• Giving people more immediate value for their money
• Making switching less appealing
• Building long-term trust and connection

Create value that feels real

Traditional points programmes often fall flat when budgets are tight. Customers don’t want vague promises of rewards six months down the line – they want something useful now.

That’s why value-driven loyalty has become the standard. Think cashback, instant discounts, free shipping and member-only pricing. Subscription-style programmes like Amazon Prime or Tesco Clubcard Plus thrive because people can see and feel the benefit right away.

Flexibility is also key. Brands like Adidas and IKEA have introduced ways to earn rewards beyond just buying: attending events, engaging on social media and even updating profiles. This makes loyalty feel less transactional and more like part of everyday life.

The takeaway? Loyalty needs to feel smart and worthwhile.

Personalise everything

We’ve all had that moment when a loyalty email lands with rewards or offers that have nothing to do with us. 

Hyper-personalisation changes the game. Thanks to data and AI, brands can now deliver rewards and experiences based on real behaviour. Imagine getting an offer for something you buy regularly, right before you’d usually stock up. Or early access to a product you’ve been browsing. Now that’s feeling seen!

Done well, personalisation also saves money for brands. Instead of blanket offers that nobody clicks, you’re targeting the people most likely to engage. And the impact goes deeper than conversions. Customers who feel understood are far more likely to stay loyal, even if competitors shout louder on price.

Build emotional and experiential loyalty

As great as discounts and perks might be, loyalty goes beyond financial incentives. Emotional loyalty is what really keeps people close.

That means giving customers experiences and connections they won’t get elsewhere. Brands like REI host workshops and outdoor events that make customers feel part of a community. Sephora built a buzzing ‘Beauty Insider’ ecosystem with tutorials, user content and social interaction. Chick-fil-A even offers behind-the-scenes tours for top-tier members.

Even small touches make a difference: birthday rewards, milestone celebrations, gamified challenges. These little sparks of delight add up to a sense of belonging.

Keep it simple

Not every business needs a formal loyalty programme to build lasting connections. In fact, some of the strongest examples of loyalty come from brands that focus on experience rather than points.

• Trader Joe’s has built a cult following simply through excellent service, generous policies and constant feedback loops with customers.
• Spotify won the streaming wars by being early to personalisation and social sharing, creating an experience people didn’t want to leave.
• Subaru connects emotionally by tying its brand to safety, pets and the outdoors ‒ themes that resonate deeply with its audience.

The lesson? Loyalty is really about how consistently you make people feel valued, not just the rewards you hand out.

The takeaways?

At the end of the day, loyalty thrives on trust, care and attention. When customers feel appreciated, understood and connected, they stick around, buy more and tell their friends. 

So if you’re looking to strengthen loyalty right now, focus on value, personalisation, emotional connection and partnerships. Get those right, and you’ll reel in customers and turn them into your biggest advocates!