Loyalty programs: Loyalty Partnerships: Partnering for Success: The Benefits of Loyalty Partnerships

1. Introduction to Loyalty Partnerships

Loyalty partnerships are a strategic alliance between businesses that aim to provide mutual benefits by leveraging each other's customer base. These partnerships are built on the premise that two (or more) brands can work together to create a value proposition that is greater than what they could offer individually. By combining resources, data, and market reach, loyalty partnerships can enhance customer experience, increase customer retention, and drive revenue growth. They are particularly effective in today's market where consumers are inundated with choices and businesses are looking for innovative ways to stand out.

From the perspective of a business, entering into a loyalty partnership can open up new channels for customer acquisition. For customers, these partnerships often translate into a wider range of rewards, discounts, or exclusive offers, making their loyalty to the partnered brands even more rewarding.

Here are some in-depth insights into loyalty partnerships:

1. customer-Centric approach: At the heart of successful loyalty partnerships is a deep understanding of the customer's needs and preferences. For example, a grocery store partnering with a fuel station can offer discounts on fuel based on the customer's grocery purchases, directly linking savings on essentials with everyday spending.

2. Data Sharing and Analytics: Partnerships enable the sharing of customer data between entities, allowing for more precise targeting and personalized offers. For instance, airlines and hotel chains often partner to offer tiered rewards, using shared data to tailor promotions to frequent travelers.

3. Brand Alignment: The synergy between the brands' values and target markets is crucial. A high-end fashion retailer might partner with a luxury car brand to offer exclusive test-driving experiences to top-tier loyalty members, thus aligning with the aspirational lifestyle of their customers.

4. cross-Promotion opportunities: Loyalty partnerships provide a platform for cross-promotion, which can significantly extend market reach. A fitness tracker company could partner with health food stores to offer discounts on healthy eating options, promoting a holistic approach to wellness.

5. Innovative Reward Structures: Traditional loyalty programs often stick to point-based systems, but partnerships can introduce innovative reward structures. For example, a coffee shop chain and a book retailer might create a 'Read and Refresh' program where customers earn free coffee after purchasing a certain number of books.

6. enhanced Customer experience: By integrating the loyalty experience across different brands, customers enjoy a seamless experience that can simplify transactions and redemption processes. A collaboration between a music streaming service and a smartphone manufacturer could offer bundled subscriptions, enhancing the user experience and device enjoyment.

7. Community Building: Loyalty partnerships can foster a sense of community among customers who share similar interests and values. A pet store and a veterinary clinic might team up to offer pet care seminars, building a community around pet wellness.

8. Sustainable Growth: By pooling marketing resources and customer bases, loyalty partnerships can lead to sustainable business growth. A ride-sharing service and a coffee chain offering discounted rides to coffee locations can drive up morning traffic for both businesses.

Loyalty partnerships represent a dynamic and multifaceted approach to customer engagement. They not only incentivize customers to stay loyal but also create a network of services and products that can enhance the customer's lifestyle. As businesses continue to innovate in the realm of customer loyalty, partnerships will likely play an increasingly important role in shaping the future of loyalty programs.

2. The Synergy of Shared Values

In the realm of loyalty programs, the concept of shared values stands as a cornerstone for building strong, enduring partnerships. These shared values are not just the superficial commonalities that might be found in any cooperative venture, but rather, they are the deep-seated principles that resonate with the core missions and visions of the partnering entities. When companies align on such fundamental levels, the synergy created can amplify the benefits of their loyalty programs, leading to a more cohesive strategy and a unified front that customers can trust and believe in. This alignment of values fosters a sense of community and belonging among customers, which is essential for the long-term success of loyalty partnerships.

From the perspective of businesses, shared values mean that each partner is committed to upholding the standards and expectations that have been set, ensuring that customers receive consistent experiences no matter which partner they interact with. For customers, it translates to a seamless experience where their values and needs are understood and met uniformly across the board.

Here are some in-depth insights into how shared values synergize within loyalty partnerships:

1. enhanced Brand perception: When partners share similar values, customers perceive the brands as more credible and trustworthy. For example, if two companies both prioritize sustainability, their joint loyalty program can offer rewards that reflect this commitment, such as discounts on eco-friendly products or services.

2. Streamlined Communication: Shared values lead to a unified message that resonates more strongly with the target audience. This is evident in partnerships between fitness brands and health food companies, where the promotion of a healthy lifestyle is central to their messaging.

3. Customer Retention: Customers are more likely to remain loyal to brands that consistently reflect their personal values. A study by harvard Business review found that customers who share a brand's values are four times more likely to trust the company.

4. Collaborative Innovation: Partners with shared values can collaborate more effectively on innovative solutions. For instance, a partnership between a tech company and an educational institution might result in a loyalty program that rewards customers with access to cutting-edge learning platforms.

5. Operational Efficiency: When values align, partners can streamline operations, reducing redundancy and increasing efficiency. This was seen in the collaboration between a major airline and a hotel chain, where shared values in customer service excellence led to integrated booking systems and shared customer service training programs.

6. Community Engagement: Shared values can empower partnerships to engage with communities in meaningful ways. A loyalty program between a sports brand and an athletic event organizer might include community events that promote physical activity and wellness.

7. Market Expansion: Shared values can open up new markets by appealing to like-minded consumers. For example, a partnership between a car manufacturer and a solar energy company could attract environmentally conscious consumers interested in sustainable transportation solutions.

8. Risk Mitigation: When partners share the same values, they are more likely to approach risks and challenges with a similar mindset, leading to more effective risk management strategies.

9. Increased Customer Insight: Shared values facilitate the sharing of customer data and insights, leading to a deeper understanding of customer behavior and preferences.

10. long-Term strategic Alignment: Finally, shared values ensure that partners are working towards common long-term goals, which is crucial for the sustainability of the partnership.

Through these points, it becomes clear that the synergy of shared values is not just beneficial but essential for the success of loyalty partnerships. It is the glue that holds the partnership together, the compass that guides strategic decisions, and the foundation upon which customer trust is built.

3. Expanding Reach with Cross-Promotions

Cross-promotions stand as a cornerstone in the architecture of successful loyalty partnerships. This strategy not only leverages the existing customer base of each partner but also introduces brands to new audiences, thereby expanding their reach exponentially. By integrating offerings and rewards, cross-promotions create a symbiotic relationship where all involved parties benefit from shared resources and exposure. This approach can be particularly effective in loyalty programs where the perceived value of rewards can be significantly enhanced through collaborative efforts.

From the perspective of a business, cross-promotions offer a cost-effective method to tap into new markets without the hefty price tag of traditional marketing campaigns. For customers, the variety and novelty of rewards from cross-promotions can reinvigorate interest in a loyalty program, leading to increased engagement and retention. Here's an in-depth look at how cross-promotions can be effectively implemented within loyalty partnerships:

1. Strategic Alignment: Partners should share similar values and target demographics to ensure the cross-promotion resonates with their audience. For example, a high-end fashion retailer might partner with a luxury car brand to offer exclusive test drive experiences to top-tier loyalty members.

2. Exclusive Offers: Create offers that are exclusive to the partnership, adding a layer of uniqueness that can't be found elsewhere. A fitness app and a health food store could collaborate to provide discounts on healthy food products based on the user's workout milestones.

3. Shared Rewards Pool: Develop a shared pool of rewards that members from both programs can access, fostering a sense of community and mutual benefit. Airlines and hotel chains often use this model, allowing points earned from flights to be redeemed for hotel stays and vice versa.

4. Joint Events: Host events that bring together members from both loyalty programs, which can lead to networking opportunities and a stronger emotional connection with the brands. A cosmetic brand and a fashion magazine could host a beauty workshop for their joint customers.

5. Co-Branded Products: Launching co-branded products can generate buzz and offer tangible proof of the partnership. Tech companies often release limited edition versions of gadgets in collaboration with popular media franchises, appealing to fans and collectors.

6. Data Sharing: With consent, partners can share customer data to tailor promotions more effectively and track the success of the cross-promotion. This must be done with strict adherence to privacy laws and regulations.

7. Feedback Mechanisms: Implement systems to gather feedback from participants to refine future cross-promotions. This could be in the form of surveys or interactive platforms where customers can suggest potential future partnerships.

Through these strategies, businesses can forge powerful alliances that serve to amplify their marketing efforts and build enduring customer loyalty. The key is to maintain a balance between offering value and creating experiences that resonate on a personal level with the customer base. Cross-promotions, when done right, can be a game-changer in the competitive landscape of loyalty programs.

4. Enhancing Customer Value Proposition

In the competitive landscape of business, enhancing the customer value proposition is a pivotal strategy for fostering loyalty and driving growth. This approach goes beyond mere transactional benefits, delving into the emotional and experiential facets that resonate with customers on a deeper level. By elevating the value proposition, companies can differentiate themselves in a crowded market, creating a compelling reason for customers to choose their brand over others. This is particularly relevant in the context of loyalty partnerships, where the synergy between brands can amplify the perceived value offered to the consumer.

From the perspective of a business, the enhancement of the customer value proposition through loyalty partnerships can manifest in various forms:

1. Expanded Offerings: By partnering with complementary service providers or product manufacturers, businesses can offer a wider range of benefits, services, or products to their customers. For example, a hotel chain might partner with an airline to provide exclusive travel packages, thereby enhancing the overall value of its loyalty program.

2. Personalization: Tailoring experiences and rewards to individual preferences is key to making customers feel valued. Data analytics can play a significant role here, enabling partners to understand and predict customer behavior and preferences. A grocery store loyalty program, for instance, might use purchase history to offer personalized discounts on frequently bought items.

3. Convenience: Streamlining processes and making it easier for customers to access benefits is another way to enhance value. This could be through integrated platforms where customers can manage their rewards from multiple partners in one place, or through simplified redemption processes.

4. Exclusivity: Offering unique experiences or products that are only available through the loyalty partnership can create a sense of exclusivity and prestige. For instance, a credit card company might offer VIP access to events or early product releases as part of its loyalty program.

5. Community Building: Loyalty partnerships can foster a sense of community among customers, which can be a powerful motivator for continued engagement. This might involve exclusive forums, events, or content that is only accessible to members of the loyalty program.

6. Sustainability: Increasingly, customers are looking for brands that align with their values, including sustainability. Loyalty partnerships that focus on eco-friendly practices or charitable contributions can enhance the value proposition by aligning with customer values.

7. Innovation: Finally, partnerships that drive innovation can keep the loyalty program fresh and engaging. This might involve leveraging new technologies to offer cutting-edge rewards or experiences.

By considering these various dimensions, businesses can craft a loyalty program that not only rewards transactions but also builds a lasting relationship with customers. The ultimate goal is to create a win-win scenario where customers feel appreciated and businesses enjoy increased loyalty and revenue. The success of such initiatives, however, hinges on a deep understanding of customer needs and a commitment to delivering genuine value.

5. Data Sharing and Customer Insights

In the realm of loyalty programs, the exchange and analysis of data play a pivotal role in sculpting customer experiences that are both personalized and impactful. The essence of Data Sharing and Customer Insights lies in the meticulous gathering, sharing, and processing of customer data to unveil patterns and preferences that can inform strategic decisions. This symbiotic relationship between data sharing and customer insights is the cornerstone of successful loyalty partnerships, where each party brings a wealth of information to the table, leading to a more comprehensive understanding of consumer behavior.

From the perspective of a retailer, data sharing can illuminate the path to product development and targeted marketing, ensuring that promotions and offers resonate with the customer base. For instance, a retailer might notice a trend in organic product purchases and, in partnership with a health-focused loyalty program, could tailor promotions to this segment, thereby fostering greater customer engagement.

On the other hand, loyalty programs benefit from a treasure trove of transactional data that can be leveraged to refine reward structures and enhance member satisfaction. A loyalty program might analyze purchase frequency and basket size to identify high-value customers who could be enticed with exclusive rewards or early access to sales.

Here are some in-depth insights into how data sharing can bolster customer insights within loyalty partnerships:

1. Segmentation and Personalization: By dissecting data into distinct customer segments, businesses can craft personalized experiences. For example, a loyalty program might use purchase history data to segment customers into groups such as 'frequent buyers', 'seasonal shoppers', or 'high-spenders', and then develop targeted campaigns for each group.

2. Predictive Analytics: Leveraging machine learning algorithms, companies can predict future buying behaviors and preferences. A classic example is Amazon's recommendation engine, which suggests products based on a customer's past purchases and browsing history.

3. customer Lifecycle management: Data sharing enables partners to understand where a customer is in their lifecycle and engage them accordingly. A telecom company, for instance, might use data to identify customers nearing the end of their contract and offer them incentives to renew.

4. enhanced Customer service: Shared insights can lead to improved service by anticipating customer needs. A hotel chain could use data from a travel loyalty program to prepare for a guest's arrival by having their preferred amenities ready.

5. Optimized Reward Structures: Data analysis helps in designing rewards that drive desired customer behaviors. A credit card company could offer double points on categories where cardholders spend the most, encouraging further usage.

6. market Trend analysis: By examining aggregated data, partners can spot market trends and adjust strategies. A spike in eco-friendly product sales might prompt a joint campaign focused on sustainability.

7. Risk Management: Data can reveal patterns that indicate fraudulent activity, allowing for preemptive action. A sudden change in buying patterns might trigger a fraud alert, protecting both the customer and the business.

8. Operational Efficiency: Insights from data can streamline operations. A grocery chain might use data to optimize stock levels based on purchasing trends, reducing waste and increasing availability of popular items.

The interplay between data sharing and customer insights is a dynamic force that propels loyalty partnerships forward. By harnessing the power of data, businesses can not only deepen customer relationships but also drive innovation and growth in an ever-evolving marketplace. The key to success lies in the ethical and secure handling of data, ensuring that privacy is respected and value is delivered to all stakeholders involved.

6. Innovative Reward Structures

In the realm of loyalty programs, innovative reward structures are pivotal in maintaining customer engagement and ensuring the longevity of the program. These structures are designed not only to reward customers for their purchases but also to create a sense of belonging and community among them. By leveraging data analytics and customer insights, businesses can tailor rewards that resonate personally with members, thereby fostering a stronger emotional connection to the brand. From exclusive access to new products to gamified loyalty experiences, the possibilities are endless. The key is to keep the rewards fresh, relevant, and aligned with the customers' evolving needs and interests.

Here are some in-depth insights into innovative reward structures:

1. tiered Rewards systems: By categorizing customers into different tiers based on their spending or engagement levels, businesses can offer increasingly valuable rewards as customers move up the tiers. For example, a silver tier may offer early access to sales, while gold members might enjoy free expedited shipping, and platinum members could receive personalized shopping experiences.

2. Points Banking: Allowing customers to 'bank' their points over time encourages long-term engagement. For instance, a coffee shop might offer a free drink after ten purchases, but also allow customers to save points for a larger reward, such as a branded merchandise item or a private coffee tasting event.

3. Experiential Rewards: Instead of traditional discounts or products, some programs offer unique experiences as rewards. A travel loyalty program might offer a private tour or a cooking class with a local chef as part of a vacation package, turning a simple trip into a memorable adventure.

4. Community Challenges: Engaging customers through challenges or missions can foster a sense of community and fun. A fitness app, for example, could set up monthly challenges with rewards for participants who meet certain exercise goals, encouraging both competition and camaraderie among its users.

5. Charitable Contributions: Offering the option to donate points or rewards to a charitable cause can resonate with customers' values. A business partner with a charity and allow customers to convert their points into donations, providing a feel-good factor that enhances the brand's image.

6. Surprise and Delight: Randomly rewarding customers can create buzz and excitement. A book retailer could surprise a loyal customer with a signed copy of a new release from their favorite author, creating a personal touch that can significantly boost loyalty.

7. Collaborative Rewards: Partnering with other businesses to offer cross-promotional rewards can expand the value proposition of a loyalty program. For example, a movie streaming service could collaborate with a popcorn brand to offer a free snack with every movie night, enhancing the overall experience.

8. Dynamic Rewards: Using customer data to offer personalized rewards that change based on customer behavior. If a customer frequently purchases pet products, a dynamic reward could be a discount on their next purchase of pet food or accessories.

By integrating these innovative reward structures, loyalty programs can transcend the transactional nature of customer interactions and cultivate a more meaningful relationship that drives loyalty and business growth. The ultimate goal is to create a program that not only rewards purchases but also enriches the customer's lifestyle and aligns with their personal values and interests.

7. Successful Loyalty Partnerships

Loyalty partnerships have become a cornerstone of customer retention strategies in various industries. By aligning with complementary brands, companies can offer enhanced value to their customers, which not only incentivizes repeat business but also fosters a sense of community among users. These partnerships often leverage the strengths of each brand to create a synergy that benefits all parties involved: the brands themselves and, most importantly, the customers. From shared rewards programs to exclusive member benefits, the collaborative efforts of loyalty partnerships are designed to create a win-win scenario. The success stories of such alliances are numerous and span across different sectors, from airlines to retail, each bringing a unique perspective on how to engage and retain customers.

1. Airline Alliances: One of the most prominent examples of successful loyalty partnerships is found in the airline industry. Alliances such as Star Alliance, Oneworld, and SkyTeam allow member airlines to offer customers reciprocal benefits. For instance, a frequent flyer with United Airlines can earn and redeem miles on Lufthansa flights, thanks to their Star Alliance partnership. This not only increases customer loyalty to their preferred airline but also to the alliance as a whole.

2. Retail Rewards Programs: Retailers often partner with financial services to offer co-branded credit cards that reward shopping with points that can be redeemed for discounts or products. For example, the partnership between Amazon and Chase bank allows Amazon Prime members to earn rewards on all purchases, which can be redeemed on Amazon's platform, encouraging continuous engagement with both brands.

3. Hospitality and Dining: Hotel chains like Marriott have partnered with dining programs to provide guests with the opportunity to earn points not just by staying at the hotel but also by dining at associated restaurants. This encourages guests to explore local cuisine while earning rewards that can be used for future stays, creating a comprehensive loyalty experience.

4. Entertainment and Streaming Services: The collaboration between Spotify and Hulu offered a bundled subscription at a discounted rate, allowing users to enjoy both music and video streaming services. This partnership not only retained existing customers but also attracted new users who found value in the combined offering.

5. Technology and E-commerce: Apple's partnership with Goldman Sachs to launch the Apple Card is another example. It rewards users for purchases made with Apple Pay, promoting the use of Apple's payment technology while also incentivizing purchases of Apple products.

These case studies highlight the innovative ways in which loyalty partnerships can be structured to deliver mutual benefits. By understanding the needs and behaviors of their customers, companies can forge partnerships that not only enhance the customer experience but also drive sustainable business growth. The key to success lies in the seamless integration of the partnership's benefits into the customer's journey, ensuring that the added value is both tangible and relevant.

8. Overcoming Challenges in Loyalty Partnerships

Loyalty partnerships, when executed effectively, can be a powerful lever for business growth, customer retention, and brand enhancement. However, the path to a successful loyalty partnership is often fraught with challenges that can undermine its potential benefits. These challenges range from aligning partner objectives and integrating systems to managing customer expectations and data security. To navigate these complexities, it is essential to approach loyalty partnerships with a strategic mindset, fostering collaboration, transparency, and innovation at every step.

Here are some key insights and strategies for overcoming common challenges in loyalty partnerships:

1. Aligning Partner Goals: It's crucial that all parties involved have a clear understanding of the partnership's objectives. For example, a retail brand might partner with a travel company to offer exclusive deals to frequent shoppers. Both partners must agree on the target outcomes, whether it's increased sales, brand exposure, or customer engagement.

2. Integration of Systems and Data: Seamless integration of technology platforms is vital. Take the Starbucks and Spotify partnership; they integrated their apps to allow Starbucks baristas to influence the music played in-store via Spotify, enhancing the customer experience and engagement.

3. Managing Customer Expectations: Customers should feel the partnership adds value without complexity. Amazon's partnership with American Express allows cardholders to use rewards points to pay for purchases, providing a straightforward and valuable customer experience.

4. data Privacy and security: With data sharing being a cornerstone of loyalty partnerships, ensuring privacy and security is paramount. Partners must establish robust data governance policies and comply with regulations like GDPR.

5. Consistent Communication: Keeping customers informed about the benefits and terms of the partnership is essential. For instance, the partnership between Uber and Hilton provides Hilton Honors members benefits on Uber rides, which is communicated clearly through both companies' channels.

6. Evaluating Performance: Regularly assess the partnership's performance against KPIs to ensure it meets the set goals. The Delta Air Lines and American Express partnership is a great example, where they frequently evaluate their co-branded credit card benefits to keep the offering competitive and appealing.

7. Adaptability and Innovation: The market is dynamic, and loyalty partnerships should be flexible to adapt. Sephora's Beauty Insider program partners with various brands to offer exclusive products, adapting to consumer trends and preferences.

8. Cultural Alignment: Ensuring that partner brands share similar values and customer service philosophies is essential. The collaboration between GoPro and Red Bull is a testament to this, as both brands embody a spirit of adventure and high-energy lifestyles.

9. legal and Regulatory compliance: navigating the legal landscape is critical, especially in cross-border partnerships. A clear understanding of the legal implications and adherence to all relevant laws is non-negotiable.

10. Conflict Resolution: Establish clear protocols for resolving disputes or disagreements that may arise during the partnership. Open communication and predefined resolution mechanisms can prevent conflicts from escalating.

By addressing these challenges head-on with strategic planning and execution, loyalty partnerships can thrive, delivering mutual benefits to the partners involved and, most importantly, to the customers they serve. The success of such partnerships is not just in their formation but in their sustained management and evolution over time.

9. Future Trends in Loyalty Program Partnerships

loyalty program partnerships are evolving rapidly, driven by changing consumer behaviors, technological advancements, and the need for brands to differentiate themselves in a crowded marketplace. In the future, we can expect these partnerships to become more integrated, personalized, and experience-focused. Companies will leverage data analytics to understand customer preferences better and deliver tailored rewards that resonate with individual lifestyles and values. The emphasis will be on creating a seamless experience across various platforms, ensuring that loyalty programs are accessible and engaging for consumers on-the-go.

From the perspective of businesses, the integration of loyalty programs with other services will become more pronounced. For example, a hotel chain might partner with a ride-sharing service to offer points or discounts, providing a more holistic travel experience for customers. Similarly, retail brands could collaborate with entertainment platforms to offer exclusive content as part of their loyalty rewards.

Here are some in-depth insights into the future trends in loyalty program partnerships:

1. cross-Industry alliances: Expect to see more partnerships between companies from different sectors. For instance, airlines, hotels, and car rental services have long operated in tandem, but future collaborations could include tech companies, wellness brands, and even educational institutions, offering a broader range of benefits to consumers.

2. Sustainability-Focused Rewards: With a growing emphasis on environmental responsibility, loyalty programs will likely offer rewards that support sustainable practices. This could include bonus points for using eco-friendly products or services, or partnerships with organizations that promote conservation efforts.

3. Localized Partnerships: Tailoring partnerships to specific regions or communities will help brands connect with customers on a more personal level. A grocery chain might partner with local farms to offer fresh produce as part of its loyalty program, strengthening community ties and supporting local businesses.

4. Digital Currency Integration: As digital currencies gain popularity, loyalty programs might start to incorporate them as a form of reward. This would allow customers to earn cryptocurrency through their regular purchases, which they could then spend or invest as they see fit.

5. Gamification and Interactive Experiences: To keep customers engaged, loyalty programs will incorporate more game-like elements and interactive experiences. This could range from simple spin-to-win games to more complex augmented reality challenges that encourage customers to explore and interact with the brand in new ways.

6. Health and Wellness Partnerships: As people become more health-conscious, loyalty programs could partner with fitness and wellness brands to offer rewards like gym memberships, health supplements, or virtual wellness sessions.

7. Personalization at Scale: Advances in AI and machine learning will enable loyalty programs to offer highly personalized rewards and experiences. This means that two customers with the same brand might receive different sets of rewards based on their individual preferences and behaviors.

8. subscription-Based models: Some loyalty programs may shift towards a subscription-based model, where customers pay a recurring fee in exchange for consistent and exclusive benefits. This could include free shipping, early access to sales, or special discounts on services.

9. Social Impact Rewards: Brands might partner with non-profits or social enterprises to offer rewards that contribute to social causes. Customers could choose to donate their points to a cause they care about, enhancing the emotional connection with the brand.

10. seamless Omnichannel integration: Loyalty programs will strive for a frictionless omnichannel presence, allowing customers to earn and redeem points whether they are shopping online, in-store, or through a mobile app.

An example of these trends in action is the partnership between a major coffee chain and a music streaming service. Customers can earn points for their coffee purchases that they can redeem for premium music subscriptions, combining daily rituals with personalized entertainment. This not only enhances the customer experience but also fosters a sense of community among users who share similar interests.

As we look to the future, loyalty program partnerships will continue to innovate, offering more than just transactional benefits. They will aim to enrich the customer's lifestyle, align with their values, and provide memorable experiences that foster long-term brand loyalty.