LOYALTY,
Loyalty is an ambiguous concept, where each consumer finds a different emotional meaning, and the purpose is to approach and create a long-term relationship between the brand and the users. To establish this relationship with users, it is essential to work on building and maintaining behavioral habits, impacting the user's perception of value on the benefits associated with these behaviors of recurrence to the brand in question.
By understanding the concept of Loyalty, why is it so important for business? Because it is a tool that allows us to understand consumer behavior and to approach them with two superpowers:
Behavior modulation: allowing us in the initial stages to lead the user's action by creating a habit and then working on the maintenance of that habit of recurrence to the brand. User behaviors should not only be transactional (e.g. repeat purchase), but any interaction or linkage with respect to the brand will be rewarded (e.g. product recommendation, turning consumers into brand ambassadors). Therefore, Behavioral Economics has an almost obligatory application to enhance the perception of value by users and generate behaviors that guarantee effective brand loyalty.
Data capture: to build continuous knowledge of the user, in a world without Third Party Data.
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