This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.

For episode seven, we're joined by James Mackenzie, Head of Insights at PZ Cussons.

Customers don't suddenly become loyal at checkout. It happens over time through repeated experiences that feel easy, relevant and worthwhile.

Emotional loyalty like this is rarely conscious - instead, it's instinctive. James talks us through how retailers can nurture emotional loyalty, then activate it.

There's more on our website: https://hyperfinity.ai/loyalty