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The Shopper Economy: The New Way to Achieve Marketplace Success by Turning Behavior into Currency by Crawford Liz

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CHAPTER 9Loyalty

A person who deserves my loyalty receives it.

—Joyce Maynard, writer (1953–)

THE VALUE OF LOYALTY

In terms of valuing loyalty as a shopper currency, it is easier to start with what it isn’t. It isn’t advocacy (that’s valuable, but it’s a separate behavior); it isn’t “satisfaction” or any score describing satisfaction; it isn’t the “brand used most often” (BUMO) or favorite brand; it isn’t brand evangelism (again, that’s valuable, but it’s not part of this discussion). In terms of shopper currency, loyalty is a commitment to buy a brand or product in the future. It’s the promise of a future purchase, and in this sense it is the probability of a future stream of revenue.

Loyalty is about a commitment to buy. All managers want more ...

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