The psychology behind the buyer’s behavior

Building emotional loyalty with customers is key to increasing retention and repeat purchases: in fact, CapGemini research shows that emotional engagement with consumers can drive up to a 5% uplift in annual revenue. 

If done right, loyalty programs are the perfect opportunity to build on and cement these emotional bonds - and consumer psychology provides a solid framework to building next-level loyalty schemes. But what psychological insights are most relevant to loyalty experts, and how can brands use these theories to build long-lasting brand loyalty?