Authentic customer loyalty starts with a retailer understanding what really matters to its customers during the research, transactional and after-sales phases of the customer lifecycle.
The upside of emotional loyalty is it insulates retailers from competitive practices like aggressive discounting and price matching that depress profit margins. Loyal customers tell other people about their positive experiences. They also buy more and overlook competing products and companies, according to a 2012 ClickFox survey. Read the rest at eMarketet.