Don’t mistake commitment for loyalty. Most brands have very few, if any, loyal customers. Spurred on by the proliferation of mobile and smart devices, UK shoppers will spend £60 bn online in 2016, ac cording to the Centre for Retail Research. With so much choice literally at our fingertips it’s hard to remain loyal. Even iconic brands like Apple and Nike have very few loyal customers. What they do well is inspire commitment to their next product, event or service. They innovate and entertain to keep our attention for a fraction more time. However, commitment can be hard, particularly for the younger ‘Tinder generation’. In September Netflix released ‘The Switch’, otherwise known as the ‘Netflix and Chill Button’. One press dims the lights, silences incoming calls, orders takeout, and turns on Netflix. It’s available to all customers….the only catch…you must build and program it yourself. Step-by-step instructions illustrate how to connect the physical button to a Philips Hue light, your TV and phone. Not easy for beginners, the significant commitment required to complete this task will mean only the most worthy Netflix customers will have success and be rewarded with a unique sharable experience.

So don’t sell yourself to the social media floozy with the most followers. Be brave and challenge customers to show their commitment. By doing this you will create a community whose true love for the brand will shout louder than any marketing slogan. Reward them with the status-worthy experiences they can proudly share with friends.

Read on for examples…