Customer Lock-In

Too many businesses today misunderstand what customer lock-in actually is.

They think it’s based on scarcity (we’re the only vendor in town!), or fear (if you leave us, you’ll lose all your points!) or flimsy partnerships with unrelated brands (looking at you Verizon Wireless Rewards). If any of these tactics were used to keep a marriage together, it would be considered an abusive relationship.

TRUE lock-in is a feeling of relief and trust for both sides of the transaction.

It’s a customer saying “I trust this brand/product so much that I never have to shop around again.”

It’s a business knowing they can count on their customers through thick and thin.

It’s having so much love for a brand that you tell your friends and family about it unprovoked.

Real lock-in is when your customers are truly sad when you’re no longer around.

Photo by Mario Azzi

Taylor Trask

I’ve spent over 25 years bringing innovation, leadership, and problem-solving to businesses and brands. Working with everyone from large sports companies to A-list artists, healthcare, the cannabis industry, nonprofits, startups, B2B companies and consumer brands of all sizes, I’ve helped generate millions of dollars in sales, new consumer acquisitions and exposure. My current focus is on marketing and brand strategy at all levels, helping businesses cut through the clutter of changing trends and technology to create meaningful engagement.

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Brand Strategy