The Fragile Nature of Loyalty
Razorfish Research
Marketers have long equated repeat purchase with brand love. But our latest research exposes a hard truth: Affection isn’t driving loyalty—experience is.
While 65% of marketers believe customers return because they “love” their brand, consumers disagree. Across categories from groceries to streaming to hotels, fewer than one in four cite brand love as the reason they buy again. Loyalty today is fragile, fluid, and far more transactional than many marketers realize.
Our new study reveals what really fuels lasting connections—and how brands can evolve their loyalty strategies for a market defined by constant choice.
Here’s a preview of what we found:
- Exclusivity is the new currency: Discounts and points still matter, but softer perks—like early access, VIP treatment, and exclusive offers—are emerging as the strongest loyalty drivers across generations.
- Empathy beats celebration: Consumers want brands that show up for them in difficult moments, not just milestones. Emotional intelligence builds equity where traditional loyalty programs can’t.
- AI can shake—or strengthen—trust: When technology feels too artificial, it can unsettle loyalty. The brands that win will balance innovation with a distinctly human touch.
Explore the full report to uncover what truly drives long-term loyalty—and learn how your brand can turn connection into commitment.
