Any solid relationship touches on emotions, intellect and everything in between. Loyal connections between brand and consumer work in exactly the same fashion: much more is needed than the occasional “checking in.”

Loyalty Marketing 101 tells us that loyalty begins with, for example, being able to clearly identify your customer; tracking and monitoring of behavior and purchasing; serving up the right benefit (not necessarily rewards) mix; and finding the right channels of engagement.

But forging deeper relationships—those evident among the consumers of brands such as Apple, Sephora and Starbucks—takes more insight. Creating a truly effective loyalty program, one that inspires enduring passion and devotion, requires communication, understanding, and an ongoing effort to keep things fresh.

Here are five ways to deepen the love to create more effective and engaging loyalty programs.

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