The Marketer (The magazine of the Chartered Institute of Marketing) – Brand Loyalty

As brands prepare a feast of special offers and incentives for consumers during the festive season, discover recipes for long-term brand engagement.



Thinking about launching a loyalty programme? There has never been a better time – economic woes have whetted the appetite of UK consumers for deals, incentives and special offers.

But businesses have to be innovative when it comes to ensuring the loyalty of their customers – the occasional “5 per cent off” deal will no longer satisfy today’s reward-hungry customer.

Research from loyalty marketing agency ICLP shows that while three quarters of UK consumers value rewards, only half believe brands are fully delivering. TM uncovers tips from brands in different sectors – including Eurostar, and John Lewis – that have devised innovative ways to boost customers’ loyalty to their products and services.

1. Offer choice and variety in your brand loyalty programme

Remember to offer different options to reflect the diverse spending power and needs of your clients. launched a three-tiered rewards programme designed to boost customer loyalty among its B2B clients, incentivise new customers and reward existing ones. The rewards programme enables customers to accrue points on purchases they make on the website.

The rewards are also varied. Points earned through the rewards programme can be redeemed for printing discounts with or alternatively customers can claim office supplies, stock imagery or high street vouchers from brand partners such as BigStock and The Office Supplies Supermarket.’s founder Nicholas Green says: “Cash flow can often be tight for many businesses so programmes such as this can make a huge difference in the long run and give more back to loyal customers.”

Source: "The Marketer (The magazine of the Chartered Institute of Marketing)" (The Marketer)


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