Beyond the Basics:Four other LoyaltyDriversWelcome Real-timeRetail banks today are 01. The level of ‘social integration’ between consumers is also now at an unprecedentedracking their brains on Is loyalty an attitude or a level. Social media networking is resulting inWelcome to stand out fromhow best Real-time behaviour and does it matter? a dramatic enlargement of the social circlesthe crowd when it comes that each consumer can influence as a result of their ‘attitudinal loyalty’. It’s therefore hardlyto retaining the loyalty of Marketing practitioners commonly discuss surprising to see new loyalty programmestheir customers; and more consumer loyalty in terms of ‘attitudinal’ focusing their primary attention on ‘socialspecifically, their payment and ‘behavioural’ traits. ‘Attitudinal loyalty’ is influencers’ rather than repeat purchasers.card customers. the predisposition of a consumer to prefer A good example of this is the ‘AHA Life a particular brand or product.‘Behavioural Influencer Network’ recently launched byNo longer is a loyalty programme with rewards loyalty’ is the actual behaviour exhibited by the online retailer AHALife.via points or cashback considered exceptional. consumer, most typically measured in terms ofBut the harsh reality is that if you don’t have this purchases made. As Winston Churchill so aptly put it: “Attitudeas a basic part of your programme, no matter is a little thing that makes a big difference”.how ‘uninnovative’ it’s considered by today’s Conventional wisdom leans more towards The next milestone for loyalty programmes liesstandards, you will not retain your position in the ‘behavioural loyalty’ as the most effective in effectively nurturing and harnessing ‘attitudinalplaying field of payment cards. measure of consumer loyalty, due to the ease of loyalty’ to maximise the levels of social influence measurement and immediate financial benefits amongst connected consumers.The front runners are now looking even further realised. But while this approach is practical, itahead; trying to grasp what it is exactly that fails to take into account the changing nature ofmakes their cardholders put their bank card both the consumer and retail environments.top of wallet. Today’s retail environment is dominated byLet’s take a look beyond the basic loyalty price-sensitive consumers with access todrivers of points accumulation, cashback or perpetual ‘daily deals’ and ‘discount-relateddiscounts. Let’s take a look at four other drivers offers.’ As a result, it has become increasinglythat are increasingly important and yet relatively difficult to separate genuine ‘behavioural loyalty’untapped today. from casual and coincidental relationships.