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Brand loyalty strategies need to evolve

alongside consumers

By Manish Dureja, Managing Director & CEO, InterMiles

Brand loyalty strategies now have
to encompass a new set of
expectations as millennials have
changed the rules of the l...

 The rules of brand loyalties have
changed in the past few years.
 Earlier loyalty programmes were
primarily transactional, based on
tracking purchase value and
rewarding loyalty with gift points,
discounts, and other monetary
benefits.
 Brand loyalty strategies now have
to encompass a new set of
expectations as millennials have
changed the rules of the loyalty
game.
 Manish Dureja, MD & CEO,
InterMiles writes how companies
need to reshape brand loyalty
strategies to stay relevant within
the data-driven and
technologically complex
marketing landscape.

Consumer loyalty is the Holy Grail for
brands. This intangible bond between
customers and brands is the underlying
driver of all brand-related marketing.
Brand loyalty takes on extraordinary
significance in times like the present,
where marketplace disruption has changed
the landscape of marketing completely.
It’s interesting to see how brand loyalty
strategies have evolved over the past few
years. Earlier loyalty programmes were
primarily transactional, based on tracking
purchase value and rewarding loyalty with
gift points, discounts, and other monetary