Following on from our 2016 loyalty report, ‘Redefining Loyalty’, we wanted to reinvestigate what brand loyalty means through the eyes of the customer and discover how (if any) this has evolved over the years.

Brands need to find new and innovative ways to create long-lasting customer loyalty. So how exactly do they do this? Within this report we focus on what the key drivers are for customer loyalty and how the mechanisms are changing in 2021 and beyond. We wanted to discover what new perspectives businesses should take to keep their audience engaged.