Industry Whitepapers
6 Crown Jewels
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About the report

‘The act of showing firm and constant support to a person or institution.’ The keywords of great import here are ‘firm’ and ‘constant’. A customer who visits the store often cannot necessarily be tagged ‘loyal’. A loyal customer must be both ‘firm’ and ‘constant’ – in the face of a plethora of choices he stands by the brand and continues to impart his patronage to it. The history of retail has been witness to a long waging battle to win over the heart of its fickle customers. And in that tumultuous warfare was conceived the idea of loyalty marketing and its various incarnations to wrest the ‘firm’ and ‘constant’ allegiance of customers.