Rethinking loyalty to really reward both parties

Today, many businesses, both small and large, are rushing to launch loyalty schemes, signing customers up at the very first purchase.

Typically points-based and discount-driven, these schemes aim to reward repeat custom. But are they really fostering true loyalty, or just trading discounts for short-term sales? Do they even achieve a return visit?

The Insight House believes loyalty starts with understanding. True loyalty is built not by offering instant discounts, but by nurturing relationships that reflect customer behaviours, preferences and values. It’s about recognising the champions of your brand, not simply the biggest spenders.

Loyalty should be seen as a long-term conversation, says Angela Hall of The Insight House, not a series of short-term transactions. By using the wealth of data that loyalty schemes generate, businesses – from independent retailers to multinational brands – can tailor rewards and communications that feel genuinely personal and meaningful. Importantly, loyalty doesn’t always need a monetary incentive. A simple “thank you”, timely recognition, or a personal gesture can often drive deeper engagement than a discount. For Kent businesses of all sizes, the opportunity is clear: rethink your loyalty strategy. Focus on connection, consistency, and value-driven dialogue. In doing so, your loyalty scheme becomes more than a marketing tool – it becomes a true brand differentiator.

The Insight House helps brands turn customer insights into long-term value. Because loyalty, when done right, rewards both sides.

For more information, see insighthouse.co.uk

True loyalty is built not by offering instant discounts, but by nurturing relationships that reflect customer behaviours, preferences and values. It’s about recognising the champions of your brand, not simply the biggest spenders.