The loyalty opportunities most brands miss
The Hairdresser, the Air Miles, and the loyalty opportunities most brands miss
By Angela Hall
Shamefully, until a few months ago, I wasn’t a great collector of air miles.
That’s right. Despite having once worked at Avios, (albeit many moons ago and Airmiles as it was then) and despite travelling frequently for both business and pleasure, I had zero miles. No lounge access. No points. Nothing.
Why? Because it wasn’t on my radar.
Not until my hairdresser (yes, really!), called me out. He couldn’t believe how much I travel and how few rewards I was collecting. Then he did something that most brands fail to do: he gave me relevant, personal advice. He understood my behaviour, gave me a reason to care, and told me how to act on it.
That’s loyalty marketing in action. That’s communication that drives value – for both sides.
And it got me thinking…
It’s important to make any scheme more than just collecting points – it has to be linked to brand loyalty, and keeping the customer with you. If it’s a pure points scheme, then it’s just transactional. Spend, earn, gain rewards. But if it’s about more than points, then you create an emotional connection.
Many airline schemes have evolved this. It’s not just about the flights you book and the miles you do adding up to something. It’s your supermarket shop. Your petrol station. Your credit card. Suddenly, earning points fits naturally into your everyday life – it feels like it’s really worth it, because your flight miles aren’t just more flight miles. That shift, from transactional to behavioural is subtle but powerful.
It turns the loyalty scheme into a lifestyle decision. And that means customers don’t just return; they return with intention and often, with others.
What can businesses learn?
The lesson is not to start a points programme that’s purely based on points. It’s got to have a wider remit.
The lesson is to meet your customers where they are, understand their motivations, and shape your strategy to build real brand loyalty – not just incentivised behaviour.
Based on 25+ years of helping household brands translate customer insight into profitable action, here are five steps your business should take to build real loyalty.
- Understand what loyalty means to your customers
Loyalty isn’t about points, it’s a feeling. Start by identifying what makes customers come back. Is it ease, value, recognition, reward, or belonging? Use data to go beyond the sale and understand emotional drivers.
- Identify everyday touchpoints where you can add value
Your brand is more than your product. Airlines don’t just tie loyalty to flights, they make it part of everyday life. Find where your brand can add relevance in daily routines and be present there.
- Solve a problem your customer doesn’t know they have
My hairdresser knew something I didn’t and he helped. Be that for your customers. Anticipate needs. Offer solutions. Proactive service is remembered and rewarded with trust.
- Make earning loyalty feel effortless
Changing behaviour is hard. Your job is to make it easy. Guide your customer through what to do and why. Reduce friction. Clarify benefits. Reward them early and meaningfully.
- Communicate with purpose, not noise
Don’t shout louder — speak smarter. Every message should serve a purpose: to guide, inform or inspire action. Segment your audiences and tailor communications to individual motivations and behaviour.
Final thought…
Loyalty is no longer just a programme. It’s a strategy. A brand philosophy.
If your marketing and communications plans aren’t actively driving loyalty that leads to more frequent spend, higher value transactions, and customer advocacy, you’re leaving value on the table.
Let’s change that.
Take a look at our other blogs:
Put the word ‘loyalty’ into your loyalty scheme
How do you turn a wedding guest into a repeat booker?
How to you recognise and reward loyalty?
Customers aren’t just for Christmas