Article of Interest: Brand Loyalty or Loyalty to the Rewards?


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Brand loyalty or loyalty to the rewards? This is an interesting question posed by Suzanne Vara recently on Social Media Today – and one that I often think about. We all know that times are tough and the economy isn’t what it used to be. For me, I know my perspective has changed quite a bit. Not sure if it’s solely due to the economy, or due to the fact that I’ve grown older and a little bit wiser.

Back in the day, I would stroll into whatever store was most convenient (gas station, drug store, grocery store or supercenter) and buy the brands I knew and loved, regardless of the cost. Well, that was yesterday – fast forward to today. Now, we scour the weekly ads, make a list of where the items that we use are on sale ? and on many occasions drive to multiple locations to get our wares.

Now, the next statement I’m going to make is one I would have never made in the past, but today, I’m always open to trying the off-brand…albeit, food, car insurance or a boutique hotel. Unfortunately for the “other guy” I am usually not happy and end up running back to my brand with my tail between my legs. This happens for many reasons; the quality is not up to par, or the service is less than what I expect (and ultimately demand). So, as you can see, I love the reward(s). I’m always hoping for a reward when I spend – but for me, most of the time, the reward really is just an added benefit.

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Republished with author's permission from original post.

Erika Blanchard
Erika Blanchard is the manager of digital marketing and social media for VIPdesk, a leading provider of Virtual Contact Center, Concierge and Loyalty Program Solutions. She is an experienced marketing and management professional with a passion for customer service and social media who has authored several eBooks and guides on Social Media and Web Apps.


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