This is only one side of the tale, so you tell me about other sides!
This side tells me that brand loyalty is becoming elusive as markets are becoming hyper-competitive. That could be an excuse because that means we are not pro-active in a hyper-competitive market and letting others take our customers away by offering something new that we were shy of offering in the first place. We love to copy market offers, paste it in customers’ minds, hoping that we would beat the competition by focusing on competition and not on customers! And that’s how we lose focus on customers and chase the competition. When disloyal customers are frequently rewarded, loyalty would be seen as an act of foolishness by customers. So brands are putting themselves in this vicious cycle and making their stories attractive to disloyal customers.
How about making the first move first? Without copy-pasting the market offers, why can’t we act like brand leaders and stay upfront when it comes to retaining our loyal customers? The market is actually as big as our thoughts. If we fail to think big, we will end up having petty markets.