The Loyalty Myth

Loyalty is a much-abused word in marketing. While many companies achieve that much-vaunted goal of customer loyalty, the vast majority of brands do not engender true loyalty among their customers.

There are exceptions, such as sports teams and their ardent supporters. Some brands like Harley Davidson even define an entire lifestyle, and truly innovative brands such as Apple also inspire real fans who await their latest offering. But for the most part, customers make rational decisions based on their needs, wants and desires and "customer loyalty" is incredibly rare.

Following up on the international success of Scoring Points -the real-life story of how the Tesco loyalty Clubcard was conceived, launched and developed-Clive Humby and co-author Edwina Dunn now move to a multi-brand story which includes insights from work with Kroger, Macy's, Monoprix, Tesco and Tesco International, Metro and others. The book touches on many aspects of customer loyalty and relationship management including: knowing customers and understanding their "retail DNA", engaging with customers, creating a great shopping experience, relevant marketing, meaningful innovation and being loyal to customers.

Engaging and insightful, The Loyalty Myth proves, through the results of these highly successful global brands, that truly understanding customers and putting them first is the key to sustained business success for retailers, manufacturers, suppliers and brand owners. Dunn and Humby's is a new concept of loyalty - the loyalty of companies to the idea of putting the customer first. Success-they say-is about using the data to make your business as relevant as possible to your customers.