Crazy Loyal
Is customer loyalty a marketing myth? Some say it is. I guess it depends on how you define loyalty.
I’d have to say that, like love, there are many shades of loyalty. I love my daughter, and I love my dog, and I love chocolate. Is the love I have for each the same? Of course not.
It’s the same with loyalty.
Is the Harley rider who tattoos the Harley-Davidson logo loyal? I’d have to say so. Is the consumer who absolutely can’t live without a Coach purse (or three), until their paycheck goes up, and then they absolutely can’t live without a Prada bag loyal? Not so much.
I’ve recently come across two examples of what I’ll call crazy loyal:
+ According to Michael Colbourn, vice president of marketing, sales, and communications for Stowe Mountain Resort, one customer named his son Stowe because the name conjures for him so many happy memories.
+ Some customers of Bass Pro Shops drive up to two hours to shop at the destination retailer. But that’s just the beginning. Others love the store so much that they’ve hosted their weddings there, Marketing Director Sean Breckenridge recently told me.
I’m sure there are plenty of other examples out there. Are you or do you know someone who is crazy loyal? If so, please tell us about it here.
