Easily spreading online content is the key to loyalty building

In the digital age shoppers participate in retailers’ loyalty programmes not if they get coupons, but they do so if they get related content that is exciting and fun – reports Forbes magazine. In the past television programmes increased television set sales, while now it is the internet that ‘sells’ digital content and downloads. This change in media consumption creates an opportunity for retailers to produce their own content, through which they can make customers more loyal, e.g. Amazon made a Golden Globe winner series, ‘Transparent’.