What do you consider the word “Loyal” to mean?

In commercial terms, what we’re looking for is some kind of regular support through spending and advocacy from customers.

Keeping customers engaged enough to gain their repeat custom means understanding them, meeting their needs and making them feel valued -things that will surprise no one.

A 5% increase in customer retention can increase profits by 25%+

Clearly, whatever method or tools you use, loyalty is core to a sustainable business.

Going further than that is about turning your customers into fans.

If that’s your goal - keep reading.

“Almost 70% of consumers are drawn to businesses that have loyalty programmes, yet most independent businesses either do not operate one or have not digitised it"

All stats used in this book are industry averages and from our own field research