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What was the one thing that top brands focused on most during 2024?
Brand Loyalty.
Once upon a time in retail, loyalty programs were the unsung heroes, often overshadowed by flashy TV ads, eye-catching promotional offers, and bold print ads. Fast forward to today, and there is a dramatic shift. Marketers worldwide have come to realize the myriad benefits of a loyalty program, with some SuperBrands who find their way to the buyer’s heart. Through consistent marketing efforts and loyalty strategies, enterprises are gradually nurturing brand advocates. We’ll take a closer look at a few stand-out brand loyalty examples and how they got it right, really right with their loyalty programs that their customers swear by the products and services offered by them.
Talk about brand loyalty anywhere in the world, and Apple is likely the first name you’ll hear. Bloomberg reported Apple’s brand loyalty reached 93% in comparison to Android’s respectable 80%. Apple’s secret? It’s not just their trailblazing product innovation. They excel because their products and services are crafted from the rich insights they gather from their customers. A study by SellCell highlights that 61.9% of iPhone users are planning to upgrade to the iPhone 16. Now, that’s a loyal community to be proud of!
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When it comes to buying nearly anything online, Amazon really heard its customers. Given the pandemic paralyzed the world last year, Amazon’s delivery options were highly valued. The brand has come a long way to embrace the ideology, ‘customer is the king.’ Their new membership plan, Amazon Prime not only offers free and timely shipping but special offers, entertainment options, ad-free music, that customers can blindly rely on.
Heard about the IKEA Effect? The psychological phenomenon is derived from the adulation Americans had towards their self-assembled furniture. In short, feeling joyful for an otherwise frustrating experience. From an American brand to a global furniture name, this brand too puts customer needs first to design their products accordingly. This brand brought a cultural change in people’s minds and its customers are definitely not complaining.
Walmart is one of the top 3 players, scoring an impressive 73 points with Sam Club (Walmart-owned) hitting 81 points on the annual American Customer Satisfaction Index, a 3-point bump from the past year. This can be attributed to Walmart’s consistent customer engagement initiatives. Over the years, this multinational entity has taken brand loyalty seriously by adopting digital strategies and expanding on its offerings. Walmart believes that brand loyalty is not restricted to just the products they offer but to the larger audience they cater to.
Come to think of it, it’s just a cup of coffee? Knowing that a Starbucks coffee would cost you much more than coffee at a regular café. But ask a Starbucks rewards program member and they’ll tell you it’s beyond that. Their ‘order and pay’ feature on the mobile app allows customers convenience, pairing suggestions, free refills, discounts and earn stars for every transaction they make. More stars, more rewards – it’s that simple and effective.
Some brands shine through their innovative products, but brands like NIKE stand out for their messaging and iconic brand image. NIKE has mastered this craft. It doesn’t matter if you’re a sports enthusiast or not—this footwear giant adds a personal touch to your wardrobe by allowing you to customize the colors of your shoes right on their website. When you wear NIKE, you wear them with pride, making them a staple in your collection that you’d never think of parting with.
The beauty marketplace is as huge as it is competitive. So while other brands would vie for consumer attention, Sephora packs it all under one roof which works as their biggest USP. It caters to delighting customers by giving them a one-stop shop experience. They don’t pause there, in fact, their much-acclaimed and loved tiered loyalty program offers its members invite to exclusive events, favourite brand offers, birthday specials and countless freebies on point accumulation.
It’s not just any athleisure brand but it’s a brand with a purpose. And their loyal consumers are well aware of that. The driver and promoter of healthy living and mindfulness, this is a proud parent of over 1400 ambassadors who speak for their brand across the globe. Organizing free fitness sessions and festivals, Lululemon is indeed an inspiration for its customers educating them to live a good life.
According to the Marketing Dive, Domino’s loyalty relaunch drew 2 million members, engaging infrequent customers and carryout users. Launching its loyalty program in 2015, the brand offers new and varied pizza options to different customer segments based on their purchasing behavior. The brand has witnessed a definitive increase in its loyal customer base and overall purchase frequency. CFO Sandeep Reddy said Dominos Rewards will be a significant pillar in driving transactional growth in 2024.
This carbonated drink pretty much tastes the same as its competitors but for its loyal customers, it does taste different. With over 50 million Facebook fans across the globe, there is something definitely that they did right, from time to time. Building a SuperBrand image and retaining it for long, it is not the sheer promotions that make this drink grab the top shelf in stores today, but its loyal fan base.
Although this carbonated drink might taste similar to its competitors, it has a distinct flavor for its loyal fans. Mere aggressive promotions haven’t kept this drink on top of the minds and on the top shelf in stores today. Coca-Cola’s robust loyalty strategies have nurtured a dedicated fan base that has helped build and maintain its SuperBrand status that we know today.
Customer loyalty is offered, Brand loyalty is earned. The brand loyalty examples we’ve explored are a testament to the transformative power of well-crafted loyalty programs that resonate deeply with consumers. These brands haven’t just sold products; they’ve fostered genuine relationships and a community of devoted customers who champion their products and services.
Explore how partnering with Capillary can revamp your brand loyalty efforts. Talk to our Loyalty Experts to book a demo.
1. What are the top global brand loyalty examples?
Global brands like Starbucks, Amazon, and Apple are known for their exceptional loyalty programs, which offer personalized rewards, exclusive benefits, and seamless customer experiences.
2. How do loyalty programs impact brand loyalty?
Loyalty programs impact brand loyalty by providing personalized rewards, enhancing customer experiences, and fostering a sense of belonging, which encourages repeat purchases.
3. Why should global enterprises focus on building brand loyalty?
Global brands should focus on building brand loyalty to forge strong customer relationships, increase brand loyalty, and drive repeat business by offering personalized rewards and exclusive benefits.
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