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Customer loyalty is not something retailers can afford to take for granted. With only 3% of people saying they feel devoted to their favourite brands, it’s become the norm to shop around for the best deals and ‘cheat’ on one’s usual label of choice. Although consumers still see some of the benefits of loyalty – about eight in ten Americans say loyalty schemes make them more likely to build a relationship with a brand – they are easily swayed to other schemes that offer improved perks, with the average American holding over 14 memberships, up from an average of 11 in 2014. In exchange for their loyalty, people now demand personalisation, consistently good value, and for brands to potentially simplify their life.