Different personality types tend to display different types of loyalty. Let’s look back at the categories identified by Forrester. Fast Fanatics will tend to be satisfied with traditional loyalty programs, as their main goal is to collect as many points as possible and exchange them to get as many rewards as possible. Hoarding Heroes tend to display a behavioral type of loyalty: they are patient, and see the benefit of sticking with a specific retailer to eventually reap bigger rewards. The most interesting group for retailers are, without a doubt, the Savvy Spenders. These consumers are not just there for the rewards; they also show an interest in the products, and in the brand’s message and vision. Here is true potential of developing emotional loyalty. If you do your job, these are the consumers with whom you can build a lasting relationship. Traditional loyalty programs can work for specific types of shoppers. But customers are changing, and so is the retail space. Pressures from all directions will just keep on intensifying. To secure repeat business and true loyalty, retailers need to focus on developing emotional loyalty wherever possible. This will require designing experiences that build a sense of community, trust, and belonging for the consumer. Achieving this level of loyalty requires retailers to start thinking contextually about customers. This means analyzing one’s customers, looking beyond basic personal data such as name and gender to dig deeper into variables such as family background, interests, friends, careers, spending habits. This information should then be used to identify loyalty personas specific to each brand. Having the right data and knowing how to analyze it is the key to a successful loyalty strategy, today and in the future. If you want to know how you can build a successful loyalty strategy, stay tuned! Can’t wait? Then contact me, I can help you develop a loyalty program that delivers benefits to both your business and your consumers.