Brand Loyalty? That’s Cute. But Have You Seen This 20% Off Code?

A few years ago, I considered myself a loyal customer. Every morning, I’d order my go-to coffee, feeling like a true brand ambassador.

Then one day, I saw a “limited edition, handcrafted, ethically sourced, life-changing” blend from another brand. Obviously, I had to try it.

Guess what? It was great.

Guess what else? I never went back.

And that, right there, is what’s happening across industries. Brand loyalty isn’t what it used to be.

Consumers today? They’ll ditch their “favorite” brand for a 10% discount, faster shipping, or a TikTok trend.

So, the real question is: Is brand loyalty dead, or are brands just failing to evolve?

Why Brand Loyalty is Fading Faster Than Our New Year’s Resolutions

🔹 Too Many Choices, Too Little Attachment – Back in the day, if you liked a brand, you stuck with it. Now? One Google search gives you 50 alternatives with better reviews.

🔹 Price Over Loyalty – In an era of inflation and “best deals” culture, customers have no problem jumping ship. 65% say they’ll switch brands for a lower price—even if they like what they already use.

🔹 Convenience is King – If a brand makes you click five times, enter your billing info again, and solve a CAPTCHA, forget it. There’s another one that offers one-click checkout, next-day delivery, and a free gift.

🔹 Loyalty to Influencers, Not Brands – The new rule? If it’s trending on TikTok, it’s worth buying. Consumers now trust influencers more than traditional marketing, making them more brand-loyal to people than companies.

In short—brands no longer own the relationship. Customers do.

Wait… So No One’s Loyal Anymore?

Not exactly. Traditional brand loyalty is fading, but a new kind of loyalty is taking its place.

✅ Loyalty to Identity, Not Just Products – Some brands don’t just sell—they build movements. Nike, Lululemon, and Apple don’t just have customers; they have tribes.

✅ Loyalty to Experience, Not Just Quality – The product might be great, but if the checkout is annoying, shipping is slow, or the customer service is painful, goodbye.

✅ Loyalty to Shared Values – Consumers, especially Gen Z and Millennials, stick with brands that align with their values—sustainability, ethical sourcing, or just having a strong mission.

Loyalty still exists—it just looks different now.

How Brands Can Win in a Loyalty-Free World

If you can’t count on blind loyalty, how do you keep customers coming back?

✔ Stop Chasing “Loyal” Customers—Win the Next Purchase Instead
Forget “lifetime loyalty.” Focus on winning the next sale, then the next, and the next with personalized engagement.

✔ Make Buying from You a Habit, Not a Choice
Subscription models, exclusive perks, and rewards turn occasional customers into repeat buyers—without them even thinking about it.

✔ Create an Experience, Not Just a Product
People don’t just buy what you sell; they buy how you sell it. Gamification, community perks, and surprise bonuses make people want to stick around.

✔ Leverage Influencers & Social Proof
A well-placed influencer recommendation can do more for your brand than five years of traditional marketing.

So, Is Brand Loyalty Dead?

Not exactly—but it’s no longer a given.

Consumers today are loyal to value, convenience, and experience—not logos.

At Ergode, we see this shift firsthand. The brands that win in e-commerce aren’t the ones begging for loyalty. They’re the ones earning repeat purchases through better experiences, smarter engagement, and ongoing value.

So, what do you think? Is brand loyalty dead, or just changing? Drop your thoughts in the comments or let’s continue the conversation on LinkedIn.

— Rupesh