3 Ways Marketers Can Drive Brand Loyalty in 2025

In today’s hyper-competitive business landscape, loyalty isn’t just a marketing buzzword; it’s a cornerstone of sustainable growth. Here’s the good news: the start of the new year is the perfect time to think about your brand’s loyalty strategy. 

If all went to plan, you’ve hopefully acquired a lot of new customers over the holiday season. In fact, 64% of orders from Mailchimp customers with connected stores during Cyber Weekend 2024 came from new customers. This means there’s a massive opportunity to grow your loyal customer base right now and in the coming months.

Mailchimp, along with consumer insights consultancy Canvas8, recently published research that reveals that one of the secrets to driving loyalty may be grounded in science. The Science of Loyalty report—and the Strategic Loyalty Playbook—dig into the psychology of customer loyalty, explore its evolutionary roots, and reveal actionable insights for keeping your customers loyal for the long-haul. 

Register and download the reports for free here—then read on for ways to use these insights to help cultivate deeper connections with your customers in 2025.

1. Understand Loyalty’s Primal Roots

Loyalty isn’t rational; it’s primal. Long before we were consumers, we were survival-driven beings who relied on trust and cooperation. Modern brand loyalty taps into these same instincts. According to the Loyalty Wheel—a framework developed in The Science of Loyalty report—four neurobiological principles drive loyalty: reward, memory, emotion, and social interaction.

For marketers, this means that loyalty isn’t just about offering the best price or product. It’s about fostering emotional bonds, building trust, and creating experiences that resonate deeply with your audience. Consumers often make decisions based on subconscious cues, rather than conscious deliberation, making these emotional and social triggers vital in loyalty-building efforts.

2. Recognize the 4 Types of Loyal Customers

Not all loyal customers are created equal. Our Strategic Loyalty Playbook introduces the Commitment Spectrum, which categorizes customers into four types: Inert, Habitual, Dedicated, and Fans. Each group requires a tailored approach:

• Inert customers stick with a brand out of convenience or inertia. For these customers, focus on reducing friction in their journey by optimizing processes such as checkout and customer support.
• Habitual customers choose a brand out of routine. Consistent and reliable experiences, coupled with seamless usability, will keep them coming back.
• Dedicated customers are emotionally invested and actively prefer your brand. They value authenticity and purpose, so aligning with their values is key.
• Fans have a deep emotional connection, often seeing the brand as part of their identity. Foster this connection through community-building, exclusive offerings, and engagement opportunities that celebrate shared values.

Understanding these customer types helps marketers focus their efforts on strategies that resonate most with their audience, increasing efficiency and effectiveness.

3. Motivation, Ability, and Prompts: The Loyalty Trifecta

To influence customer behavior, marketers must consider three factors: motivation, ability, and prompts. These elements, derived from the Fogg Behavior Model, interact to drive repeat purchases:

The Formula: B=MAP

Behavior = Motivation x Ability x Prompts

• Motivation: Why should a customer stay loyal? Brands can increase motivation by aligning with their audience’s values or by offering rewards that feel personal and meaningful. For instance, loyalty programs like Alo Yoga’s tiered system leverage the power of reciprocity, making customers feel valued and a top priority.
• Ability: How easy is it for customers to engage? Simplifying the customer journey through seamless processes, such as Amazon’s “Buy Again” feature, can make staying loyal a no-brainer. Removing barriers to purchase is critical for retaining both Inert and Habitual customers.
• Prompts: What reminds customers to act? Well-timed emails, push notifications, or seasonal reminders can keep your brand top-of-mind and nudge customers toward loyalty-driven behaviors. For example, a simple “We miss you” email with a small incentive can re-engage dormant customers effectively.

From Loyalty Frameworks to Useful Tactics 

These frameworks—the Loyalty Wheel, the Commitment Spectrum, and the Fogg Behavior Model—help to demystify loyalty and reveal some tangible strategies and tactics you can use for building stronger customer connections in 2025 and beyond.

For instance, from the Loyalty Wheel, marketers can leverage the four pillars of loyalty—reward, memory, emotion, and social interaction—to create campaigns that resonate deeply. Try developing rewards programs that emphasize not just discounts but also emotional recognition, such as personalized thank-you messages or exclusive access to experiences. By tapping into memory, you can also ensure consistent and positive brand interactions that leave lasting impressions.

The Commitment Spectrum adds a layer of specificity by segmenting customers into four loyalty types: Inert, Habitual, Dedicated, and Fans. Try crafting tailored strategies for each group. For instance, reduce friction for Inert customers with one-click checkouts, while Habitual customers benefit from predictable, high-quality service. Dedicated customers and Fans thrive on deeper connections, so consider storytelling, community-building events, or cause-driven initiatives that align with their values.

Finally, the Fogg Behavior Model’s emphasis on motivation, ability, and prompts provides a practical guide to driving action. Motivation can be fueled by aligning brand values with customer aspirations—like sustainable packaging for eco-conscious consumers. Ability is enhanced by streamlining user experiences, such as optimized mobile interfaces or voice-command features. Prompts, whether through personalized notifications or time-sensitive discounts, keep your brand top-of-mind and inspire repeat engagement.

By integrating these frameworks into a cohesive loyalty strategy for your brand, you can transition from transactional relationships to meaningful connections. Each of these tactics, when executed thoughtfully, can strengthen the emotional and practical bonds that keep your customers returning this year—not just for your products, but for the brand itself.