Gartner Research

Excellent Execution of Customer Basics Is Key to Building Loyalty

Published: 03 December 2013

ID: G00256961

Analyst(s): Kelsie Marian

Summary

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

Analysis

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

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