"Want Loyalty? Get a Dog"

Why the Trivialization Effect should make you think twice about rewarding customers with small monetary gifts

"Want Loyalty? Get a Dog". That's what Marketing legend Byron Sharp once said about brand loyalty. 

72% of Coke drinkers also buy Pepsi.

So the truth is, your "loyal customers" are just somebody else's "loyal customers". And occasionally they buy your brand based on mental and physical availability.

In 2021, almost every brand has a loyalty program.

But con…