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What's the link between customer loyalty and hoarding collectibles?

Benjamin Cher Published on Wed, Oct 26, 2016 / 1:09 PM GMT+8

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SINGAPORE (Oct 26): Companies who sell collectibles or use collectibles in their consumer-loyalty programmes should spark interest by getting customers to obtain individual collectibles rather than get them to build a collection from the start.

Lowering the threshold of obtaining the first few collectibles or endowing it as free premiums would also spark customer commitment to the rest of the items and the loyalty programme, say researchers at the Chinese University of Hong Kong who wanted to discover what drove people to collect things and whether making the decision to collect is a top-down initiative.

According to the research which can be used to increase the impact of customer loyalty, the collection-building process is more bottom-up, where people often do not set out with a goal of collecting similar object, but make the commitment only at a later point after possessing several similar objects.