Authentic customer loyalty starts with a retailer understanding what really matters to its customers during the research, transactional and after-sales phases of the customer lifecycle. The upside of emotional loyalty is it insulates retailers from competitive practices like aggressive discounting and price matching that depress profit margins. Loyal customers tell other people about their positive experiences. They also buy more and overlook competing products and companies, according to a 2012 ClickFox survey. Multichannel and web-only retailers can earn customer loyalty by mitigating the pain points consumers encounter while shopping online. Focusing on improving shipping and delivery time, implementing a liberal return policy and addressing trust and security concerns are some important ways retailers can win over repeat customers who believe in the brand. Get the full story at eMarketer