What Exactly Is Big L Loyalty?
Big L is all about the emotional spark. It’s passion, dedication, trust, and the kind of attachment that can’t be faked or bought with a discount. Think about the brands you truly love. Maybe you’d walk through fire for your Apple device, or your loyalty to Nike makes you feel like part of something greater—no gimmicks needed.
To achieve Big L status, brands need to focus on a value exchange that transcends the transactional. We’re talking about personalised experiences, shared values, and community-building moments. Customers feel seen, heard, and like their loyalty is valued—because, frankly, it is.
And Then There’s Little L Loyalty…
Now, let’s not throw Little L under the bus just yet. Little L Loyalty is your bread-and-butter loyalty: points, rewards, and discounts. It’s what drives customer behaviour in the short term, getting people to make repeat purchases. This kind of loyalty is all about transactions—think airlines and their frequent flyer programs, or supermarket schemes where you save pennies at checkout.
The magic happens when you balance Big L and Little L. Purely emotional connections might not be enough to move the needle on their own, but purely transactional tactics won’t win over hearts. It’s like dating: you need the practical compatibility and the spark to make a relationship last.
“A criticism of many loyalty programs is that they are discount programs dressed up as loyalty programs. Of course, you need rewards that provide value. But ultimately, loyalty develops toward a brand when there is an emotional connection. This only happens when brands create personalised, positive engagement with their members. Today, members want more than just a discount—they want a full experience. This connection is created when a brand shows it understands them, makes them feel special, and cares about them. This perspective is crucial for businesses aiming to build lasting relationships, going beyond just transactions. If the value exchange is too heavily focused on discounts and not around creating an experience, loyalty will not be sustainable.” Mike Brinn, Global Loyalty Director, TLC Worldwide
The Controversy: Do Leading Brands Really Deserve Their Big L Status?
Let’s break this down. Sure, Apple, Starbucks, and Amazon are masters at building loyalty—on paper. But do they truly cultivate the emotional, heart-pounding connections that Big L demands?
- Apple: Yes, their fans are loyal to the core, often defending every product launch like a personal crusade. But is this true, emotionally-driven loyalty, or is it more about being locked into the Apple ecosystem with your iCloud, AirPods, and never-ending stream of iOS updates? Does Apple genuinely make people feel special, or have they perfected the art of making it too hard to leave?
- Starbucks: The coffee giant’s loyalty program is addictive, no doubt. But when was the last time you felt a meaningful connection to the brand itself, beyond your desire to earn that next free latte? Maybe Starbucks inspires community with its local feel, but some might argue it’s more transactional than transformational.
- Amazon: There’s no denying Amazon’s convenience is unparalleled. You can order almost anything in the world with a single click and have it arrive before you’ve even had time to second-guess your spending. But does Amazon spark joy? Probably not. It’s efficient, but it’s not exactly tugging at heartstrings.
So, here’s the controversial bit: many so-called “loyalty powerhouses” might not actually have Big L loyalty. They’ve nailed convenience and habit-forming behaviours but may lack the deeper, emotional resonance that creates lifelong brand advocates.
“Not every brand needs to be an Apple or an Amazon—and that’s perfectly okay. While these global giants have mastered loyalty through groundbreaking innovations or exceptional convenience, success lies in recognising what works best for your brand and customers. Whether it’s crafting a loyalty program that emphasises personalised rewards or creating an emotional bond through shared values like community impact or sustainability, the right approach is always one that resonates authentically with your customer. By thoughtfully blending Big L and Little L Loyalty, brands can create a loyalty ecosystem that drives both short-term results and long-term relationships.” Aneesh Reddy, founder & CEO, Capillary Technologies
Small But Mighty: Brands Winning at Personalisation
Now, let’s talk about some under-the-radar brands that might not have global recognition but are crushing it in the Big L department by doing personalisation right:
- Glossier (US): The beauty brand has built a community-driven experience where customers feel genuinely heard. Through social media engagement and product feedback, they’ve created an intimate, two-way relationship. People don’t just buy Glossier; they’re part of a shared, empowering journey.
- Oatly (Sweden): This Swedish oat milk brand goes beyond selling a product. They use humour, stand for sustainability, and make their messaging hyper-relatable. The emotional connection here is all about shared values, and their devoted fans aren’t just milk drinkers—they’re activists for the Oatly cause.
- Chewy (US): The online pet retailer is a masterclass in thoughtful personalisation. If a customer’s pet passes away, they’ve been known to send flowers and a handwritten note. It’s the kind of empathy that creates Big L loyalty because people remember those touches of humanity forever.
- Vinted (Lithuania): This pre-loved fashion marketplace has cultivated a loyal community of eco-conscious buyers and sellers. Vinted’s app experience is simple yet engaging, and the brand’s commitment to sustainability resonates deeply with environmentally aware shoppers. They don’t just offer a place to sell second-hand clothes—they’ve built a movement around circular fashion, making members feel like they’re making a difference with every transaction.
- BrewDog (Scotland): While they’ve grown significantly, BrewDog still feels like a rebellious craft beer brand. They achieve Big L loyalty by making customers co-owners through their “Equity for Punks” scheme, which allows fans to invest in the company. By blending business with community-driven initiatives (like sustainability projects and beer-focused events), BrewDog connects with fans in ways that go beyond the product.
- Finisterre (United Kingdom): This Cornish brand is redefining outdoor gear with a fierce dedication to environmental protection. Finisterre’s small yet passionate following isn’t just buying clothes; they’re investing in a philosophy of responsible adventure. Through transparent supply chain stories, ocean conservation projects, and even wetsuit recycling programs, the brand makes customers feel like co-conspirators in saving the planet, not just shoppers.
- Merci Maman (France): A personalised jewellery brand, Merci Maman has mastered the art of sentimentality. Each piece is custom-engraved with love, and their customer experience is intimate and heartfelt. It’s the kind of brand that understands the emotional weight of a personalised gift and goes the extra mile to make every interaction meaningful. Customers feel like they’re part of something special, not just completing a transaction.
So, while these smaller brands might not have Apple or Starbucks-level scale, they’re arguably achieving something more meaningful: real, emotional, Big L loyalty. They focus less on locking you in and more on making you feel like you belong. They are proof that you don’t need to be a global powerhouse to earn true Big L loyalty.
“Building Big L loyalty requires brands to move from a transactional mindset to one of true engagement. This shift happens when data empowers personalized moments that feel meaningful and unique. By embracing strategies like Emotional Loyalty Scoring (ELS®️), brands can uncover what truly matters to their audience, fostering relationships that are as much about emotion as they are about engagement. It’s not about being everything to everyone, it’s about authentically connecting where it counts..” Laura Miller, GM & SVP of Strategic Consulting, Kobie
By focusing on what makes people tick—personalisation, shared values, and authentic engagement—these brands are setting a standard that even the biggest can learn from.
“Loyalty programs aren’t sprints. They’re marathons. To succeed, brands need strategies that sustain customer engagement over time. As in a marathon, the real secret to success is the ability to maintain momentum. In the case of a loyalty program, “maintaining momentum” means becoming emotionally attached and keeping loyal customers with you for as long as possible.” Dominik Zacharewicz – Co-founder and managing partner at Loyalty Point
Why This Balance Matters
Getting Big L loyalty right means going beyond the basics. It’s about crafting moments that matter and investing in emotional connections while still understanding that customers want tangible rewards, too. Without Little L, you might lose engagement. Without Big L, your loyalty might just be surface-level.
“Building customer loyalty goes beyond transactions; it’s about creating a genuine emotional connection through tailored experiences. By using advanced personalisation techniques, like real-time insights and dynamic content, brands can demonstrate their value and relevance, making each customer feel understood and valued. This approach not only strengthens relationships but also drives sustained engagement and long-term loyalty.” Kevin Virsolvy, Senior Director, EMEA Marketing, Braze
So, as we watch the evolution of loyalty programs, the question isn’t just who has the most points to offer. It’s which brands are ready to earn our undying affection—and keep it
