With increasingly promiscuous shoppers & rising inflation, loyalty is becoming more elusive. 

Today, traditional tactics like stamp cards, tiered memberships and loyalty apps are only serving to reinforce consumers’ deal-seeking behaviour, keeping brands trapped in a ruthless price competition.

Compounded with increasing points apathy and new consumer expectations in a modern aspiration economy, a new approach to loyalty is imperative. 

For We Are Social in 2022, I conceptualised and put forth a new framework of approaching loyalty marketing, which I term ‘ritualism’, a portmanteau of ritualistic communities and symbolism.

This framework draws from the best practices of new revolutionary models of cultivating loyalty, and outlines actionable ways for brands to optimise existing loyalty tactics via new technologies.

This framework has been published in WARC, and utilised in a loyalty marketing workshop we created for NBA.