A new look at loyalty from a shopper marketing perspective.

1. White Road
SHOPPERS’ LOYALTY

2. “White-road and red-road journeys are
qualitatively different. You need the right
map. On the red road it is about the
destination. On the white road it is about the
road. On the white road you must travel
light. The white road is quiet. It is about
simplicity. It is often adventurous. You need
to dig deep. Sometimes there is no road.
You have to trust your gut.”
- Gary Erickson, Cliff Bar

3. Loyalty
To me, loyalty is being completely devoted to someone or
something. Loyalty is built over time and is based on strong
beliefs and an intense commitment. I spoke to several different
individuals, each of whom is incredibly loyal to something in
his/her personal life. Although each person has his/her own
definition of the word as it applies to his/her own experiences,
there is something we as marketers can learn from all of them.

4. William D. Catron (Willy)
Sergeant First Class, U.S. Army
Robert E. Waltz (Bert)
Sergeant, U.S. Army
What does loyalty mean to you?
“Loyalty is like a marriage. You have to be
committed to it (the service) and believe in it.”
What keeps you loyal to the U.S. Army?
“People out here will leave you hanging in a
heartbeat. It’s about structure, trust and
camaraderie.”
Has your loyalty to the Army ever been tested?
“No. It’s become a way of life. Everyone is loyal
to the United States, and the reason we’re here
is for all of you.”

5. John Williams
Ironman
What does loyalty mean to you?
“To be loyal means you have unconditional
acceptance for something. You must believe in
[it] and appreciate the things that come from it.”
What keeps you loyal to your sport?
“I have lots of love for the sport. I believe in what
it stands for and value the good that comes from
it. It is sportsmanship in its purest form.”
Has your loyalty to the sport ever been tested?
“No. It gives me a sense of accomplishment and
allows me to be a good role model for my kids.”

6. The Davis’
Married 34 Years
What does loyalty mean to you?
“Marriage is the strongest partnership you can
possibly have. Loyalty is the commitment to
something more important than yourself.”
What keeps you loyal to your relationship/spouse?
“This person is part of you. It’s about trust and
teamwork; it is such a strong commitment that
nothing can get in its way. We are both always
there for each other – no matter what.”
Has your loyalty to your marriage ever been tested?
“Yes, but it’s all about longevity and sticking it out.
The commitment to the person and the relationship
makes it worth salvaging.”

7. End of the Road
Whether it’s loyalty to service, a lifestyle or a relationship, each
person confirmed that loyalty is a powerful bond that’s not easily
broken. In a few special circumstances, I found those whose loyalty
still remains untested.
In marketing, it’s often about going after the new consumer or
shopper. Why isn’t our focus strengthening the relationship with our
most loyal followers, enabling them to act as the ultimate brand
advocates? In today’s increasingly connected and skeptical market,
we need our brand loyalists to spread our message. After all, who are
you more loyal to – a fellow user or a fellow marketer?

8. “On the white road, the moment – the
journey itself – matters most.”
- Gary Erickson, Cliff Bar

9. White Road Warrior
Marta Kiser is an Account Planner at MARS, a
leading U.S. shopper marketing agency. She’s proud
to be a natural on the white road.
As a planner, she’s not afraid to ask each unique life
traveler she encounters the questions you won’t find
in any survey. As an outdoor adventurer, she doesn’t
need a map to reach her destination.