Customer loyalty is no longer something that retailers can rely on – it's become the norm to shop around for the best deal and 'cheat' on a favourite brand. Yet given how valuable a loyal customer can be for a business in the long term, which schemes can help to forge strong relationships?

With 51% of Britons unable to name a favourite brand, people’s connections to the products they buy are seemingly changing. Canvas8 spoke to Pankaj Aggarwal, professor of marketing at the University of Toronto, to learn how different types of brand relationships impact consumer behaviour.

In a fiercely competitive and global marketplace, today’s shopper is more concerned with frugality than brand loyalty – unless, of course, there’s something in it for them. Dosh incentivizes people to buy from its partners by rewarding them with cashback every time they spend.

As people spend less time in traditional communities, they’re seeking connections beyond religion and family. Memberships with organisations or brands can create loyalty and boost revenues, but the reasons to join Scientology or Sainsbury’s are vastly different. So why do people become members?