There is no such thing as loyalty. It's in people's nature to drift between brands and try out new things, But retention is possible and it makes perfect business sense. Working on customer retention however demands for marketers to shift their gaze from the single minded tunnel vision approach which focuses the bulk of their attention on the first part of the marketing funnel (creating awareness and first time purchase) to working along the entire consumer journey.
In a world where technology has changed the way consumers behave and where consumers' expectations have shifted, the goal of any brand should be to create habit forming products where the marketing is baked into the product.
Technology can help with this. Read on to find out how.