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?

Customer loyalty is not something retailers can afford to take for granted. With only 3% of people saying they feel devoted to their favourite brands, it’s become the norm to shop around for the best deals and ‘cheat’ on one’s usual label of choice. Although consumers still see some of the benefits of loyalty – about eight in ten Americans say loyalty schemes make them more likely to build a relationship with a brand – they are easily swayed to other schemes that offer improved perks, with the average American holding over 14 memberships, up from an average of 11 in 2014. In exchange for their loyalty, people now demand personalisation, consistently good value, and for brands to potentially simplify their life.

In a fiercely competitive and global marketplace, today’s shopper is more concerned with frugality than brand loyalty – unless, of course, there’s something in it for them. Dosh incentivizes people to buy from its partners by rewarding them with cashback every time they spend.

Membership programmes can build brand loyalty and boost revenues, especially when focused on a clear sub-group of customers. Etihad Airways has now launched Runway to Runway, a bespoke loyalty scheme that's designed to accommodate the demands of the fashion industry.