Customer loyalty is no longer something that retailers can rely on – it's become the norm to shop around for the best deal and 'cheat' on a favourite brand. Yet given how valuable a loyal customer can be for a business in the long term, which schemes can help to forge strong relationships?

With 51% of Britons unable to name a favourite brand, people’s connections to the products they buy are seemingly changing. Canvas8 spoke to Pankaj Aggarwal, professor of marketing at the University of Toronto, to learn how different types of brand relationships impact consumer behaviour.

When it comes to packaged goods, product labelling often has a lot of work to do to win people over. Research has found that bright labels and messages that spark curiosity can nudge people into buying, but too much can overload shoppers with too much information.

With three-quarters of the market boasting ‘softness’ and price a key point of difference, it’s tough to build loyalty as a loo roll brand. Yet Aussie start-up Who Gives A Crap has tripled in size each year since 2012 by following three rules – make it good, make it fun, make it irresistibly easy.