Trust and loyalty have always been a part of every human interaction, every transaction for thousands of years. All over the world, people have tightly-knit relationships with not just family and friends, but with the familiar faces of friendly merchants and vendors.
Today, we live in a world where we have almost unlimited options. There are effectively an infinite set of options when you’re looking for a gift to buy, some great food to eat, or a nice new coffee shop to hang out in. This is wonderful, but it can also be overwhelming. It’s a challenge for consumers to figure out what to buy, and it’s a challenge for merchants to stay relevant when they have so much competition.
A big part of how this challenge gets addressed is through word-of-mouth. People listen to opinions of their trusted friends and peers, or review sites. Another big part of it is customer loyalty. Once you’ve found something that works, it’s nice to be able to rely on it. And if there’s an added incentive to return, even better!