Emotional vs. Transactional Loyalty: Moving Beyond the "Discount Trap"

17 Jun 2026
3. Loyalty

Points balances and spend thresholds keep customers returning. But do they keep them caring? Transactional loyalty programmes drive repeat purchase without building genuine attachment, leaving brands exposed the moment a competitor offers a better deal. This session examines what shifts customers from calculated loyalty to emotional commitment, and where transactional mechanics still have a place in the mix.

Moderator
Chris Ward
Chris Ward, Chief Revenue Officer - THE RIVER GROUP
Speakers
Guy Smith
Guy Smith, Head of Marketing - BOOTS OPTICIANS
Julie Marie Hauerberg
Julie Marie Hauerberg, Head of Loyalty - MATAS
Kate Hammond
Kate Hammond, Loyalty and CRM Consultant - SAIRA & NOBLE PANACEA