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So you're a frequent flyer, buyer or partisan voter? It's about tribal loyalties

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22.06.2019

Speak to any expert on brand loyalty and they’ll tell you that making an emotional connection with customers is the secret sauce that can lead to significant commercial success.

It’s the intangible X factor that makes us enter the shopping centre and turn left to do our grocery shopping at one supermarket giant instead of turning right to another supermarket giant.

Qantas Group CEO Alan Joyce announcing the $25 million overhaul of its frequent flyer program on Thursday. Credit:AAP

And it’s what makes us book a flight with our preferred airline even though the time doesn’t work or the price is a bit higher than another.

Does that sounds like you? If it does, you’re one of the 5 per cent of people for whom staying loyal to a brand really matters. And at that level, it’s probably more accurate to call it tribalism than loyalty.

There’s a big myth around the impact of loyalty programs, probably because they’re so prominent in the marketing strategies of our retailers. Programs such as Qantas Frequent Flyer, Woolworths Rewards, FlyBuys and Virgin Velocity are an entrenched and mainstream feature of those businesses’ offer to customers.

The Woolworths Rewards card in action.

Their memberships are in the millions, but their commercial influence is........

© Brisbane Times