Gartner Research

Excellent Execution of Customer Basics Is Key to Building Loyalty

Published: 03 December 2013

ID: G00256961

Analyst(s): Kelsie Marian


The transactional approach that multichannel retailers have traditionally applied to loyalty programs is no longer sufficient to build long-term customer affinity. Retailers must refocus on building trust through seamless execution of in-store customer basics.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Consistent execution of in-store customer basics by retailers is foundational to creating emotional loyalty with customers
  • Retailers' focus on the loyalty program launch versus a larger CRM strategy fails to engage customers beyond a transactional basis
  • Customers' cross-channel expectations are transforming the execution of retailers' traditional loyalty program management strategies

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.