Banes of Brand Loyalty

The new trend in town is to bestow superlatives on brand loyalty. People conveniently forget the fact that brand loyalty cuts both ways too. Banes of loyalty are expediently overlooked, on the behest of big corporates, to promote a subculture of unconditional loyalty. For a change, let us discuss the banes of brand loyalty.

Brand is the outcome of carefully ... Read More...

Mall Culture under Threat?

The Retail Revolution changed the way urban India shopped. Malls with large department stores and major apparel brands sprung up in every nook and corner of major urban centres in the country. Suddenly, it became fashionable and convenient to go to malls to shop and unwind. But, now, the so-called manifestations of the aspirations of a young urban Indian are ... Read More...

REWARDS

“But as for you, be strong and courageous, for your work will be rewarded.”

This verse from the Bible sums up everything about being rewarded for one’s actions. ‘Rewarding loyalty’ is little different. Everyone likes being rewarded for shopping and each merchant has his/ her own way to reward. Rewarding loyalty through points, cards and apps is a recent trend in ... Read More...

Empowering the Customer

Customer Relationship Management (CRM) is often envisaged as ‘making the customers happy at all costs.’ There is more to it than that. Organizations, generally, tend to go overboard to achieve the goal of making him/ her happy. Products are made after a detailed study of customer choices and preferences. Then, these products are marketed to the target audience through multiple ... Read More...

Loyalty in our Times

The unflinching association of frequent customers to a product or brand entails loyalty. This symbiotic relationship, akin to the one between a cow and an egret, creates a win-win situation where all the stakeholders stand to gain something. A lot of water has passed under the bridge since the times when being loyal was a unidirectional allegiance of an underling ... Read More...