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Glossary
Glossary

B2C Loyalty

B2C loyalty focuses on the relationship between a brand and its individual customers. Points, statuses, clubs, and services can encourage repeat business and preference. The programme must remain clear, accessible, and consistent with purchasing habits, channels, and the brand promise.

Coup de Poing editorial team2 min
Design a programme

A concrete example

A brand can combine purchase recognition with useful benefits between visits. Cohort analysis allows new members to be tracked separately from existing customers.

A point to consider

Members may already be the best customers before they join. Their higher average order value does not necessarily prove the programme's effect.

Link the promise to purchasing habits.

Observe the usual time between two purchases and the benefit available during that interval. A system adapted to weekly purchases may discourage customers who return twice a year. Compare the first use, then the return, with a similar customer history. Analyze the channels separately when the identification or access to benefits differs between physical stores and online shopping.

Questions to ask your team

  • Does the first benefit arrive at a useful time?
  • Does the customer have the same rules and balance on each channel?

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Glossary 2 min

Cohort

A cohort brings together people who share an event or starting point, such as the month of membership. Tracking it allows for the comparison of trajectories with similar maturity. The rules for entry, exit, and observation must be stable. It helps, in particular, to understand activation, consumption, and retention.

Understand and apply
Glossary 2 min

Purchase Frequency

Purchase frequency describes the number of purchases per customer over a defined period. It must take into account the consumption cycle and differences between populations. An apparent increase may result from a shift in purchases over time. Observing cohorts helps to interpret the continuity of behaviour.

Understand and apply
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