As Ernest Hemingway famously said, “The best way to find out if you can trust somebody is to trust them.” And this couldn’t be more relevant than today, where loyalty is being tested in more complex ways between brand and consumer.  

Loyalty schemes have been part of brand strategy for decades. Think Tesco Clubcard, which turned 30 this year, and its famous reward partners or American Airlines’ AAdvantage programme that originated in 1981, offering air miles to customers. Even Betty Crocker ran a ‘box top’ rewards system, where box tops were exchanged for tableware and bags of flour.

But today’s world is ever more challenging, as brands compete in an increasingly digital, changing world. M&S, long viewed as a trusted British retailer, recently faced a major cyber-attack. It wasn’t just systems and data at risk, but, more fundamentally, their relationship with their customers. For a brand built on familiarity and trust, an incident like this can shake confidence fast.

So how do you protect the hard-won work and investment that’s gone in to developing trust and loyalty with your consumers?

Connect on a human level

Many brands operate under the assumption that loyalty is something customers owe them. That once someone shops with you, they’ll return. Sadly, that really is no longer the case. Customers today have more choice than ever, and they want to feel valued, not taken for granted. It is estimated that 83% of UK consumers feel undervalued by the brands they remain loyal to.

During the cyber attack, store assistants at M&S were seen taking down customer details by hand to ensure loyalty points weren’t lost. A small but powerful gesture. Proof that in moments of uncertainty, the human response is what customers remember. This moment particularly underscored the two-way nature of loyalty. It’s no longer something brands can expect by default, it's something they must earn in return. And, perhaps ironically, when handled with care, accountability and transparency, a crisis can actually deepen customer loyalty in meaningful, human-first and lasting ways.

The best brands know loyalty goes both ways. It's not just about offering discounts or points, it’s about showing genuine customer care. When something goes wrong customers are paying attention to how the brand responds. Do they panic and go silent, or do they stay calm, honest, and prioritise their customers? If a brand owns the issue, communicates, and shows it cares, customers are more likely to stay. They may even feel more loyal than before. 

When challenges arise, how brands communicate can make all the difference. Too much can cause panic but too little risks losing trust. Customers don’t expect perfect answers, but they do want clarity and a sense that the issue is being taken seriously.

After the M&S cyber-attack, a thoughtful email from the CEO hit the right tone. Explaining what had happened, offered an apology, and reassured customers that action was being taken. This clear, human response not only earned respect, it helped to build trust even in a tough time.

Loyal til the end

Today, loyalty schemes are ubiquitous and almost every notable brand has one. Yet, from working with clients across various sectors, it’s clear that many face similar challenges. Too often, brands overcomplicate their programmes, leaving customers confused about how to use them effectively. Loyalty schemes are seen as short-term solutions, not long-term strategies - prioritising ‘deal loyalty’ over ‘real loyalty’. But loyalty is about more than one-off promotions; it’s about building long-lasting relationships.

Internally, loyalty often sits in a silo. Disconnected from marketing, tech, or finance, which makes it harder to deliver a joined-up experience. And, on top of that, many brands still find it difficult to justify investment in loyalty without clear ways to measure success. The result? Loyalty gets treated as an add-on, a points system, rather than the strategic pillar it needs to be.

So, what does best-in-class loyalty look like today? It starts with a clear, emotionally resonant proposition - loyalty should be the purest expression of your brand delivered to your most valuable customers. It goes beyond points and perks. Brands like Pret, with its subscription model offering daily value, show how loyalty can be a true extension of the brand.

Experiences should be seamless, with technology working in the background to ensure every interaction feels effortless. Nike excels here, connecting in-store, online, and personalised content through its app. The real difference comes from how brands show up during key moments, especially in times of crisis. Loyalty is no longer just a marketing concern. It’s a long-term investment requiring full leadership buy-in and must be reflective and consistent at every customer touchpoint to build lasting customer relationships.

While crises like cyber-attacks can feel like disasters for brands, they also provide an opportunity for deeper connections with customers. If handled well, these situations show customers who the brand really is. The loyalty that comes out isn’t just about rewards or points, it’s about trust, creating stronger, longer-lasting consumer brand relationships.