Alan Mitchell is very sweeping in his condemnation of marketers pursuing brand loyalty in his article “No rewards for buying loyalty ruse” (MW June 7). Without doubt, loyalty programmes are not a panacea for the ills befalling certain industries or categories. But to reject the concept of building stronger, more enduring consumer-brand relationships out of hand is, to put it mildly, astonishing.
Prior to a decision to embrace a strategy of relationship building, a marketer would be wise to conduct a comprehensive feasibility audit. Mr Mitchell would be wise not to dismiss the detailed and exhaustive studies which have preceded the introduction of successful programmes.