Building trust, loyalty and resilience in price-driven markets

We all like a bargain, but have discounts become the default lever for retention? When price is the only play, customers learn to shop around and loyalty starts to run only as deep as the transaction.

Jemma Marchant, Deputy Managing Director at krow East, argues that brands need to move beyond the quick wins of discounting. True loyalty comes from emotional connection: making customers feel seen, valued and aligned with what the brand stands for. 

By moving past price as the main differentiator, brands create the room to build emotional loyalty: a longer-lasting bond grounded in relevance, storytelling and consistent behaviour. And that delivers stronger retention and advocacy than any race to the bottom ever could.

Read the full story in More About Advertising