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Brand loyalty is the tendency of consumers to continuously purchase one brand's products over another. Consumer behavior patterns demonstrate that consumers will continue to buy products from a company that has fostered a trusting relationship. Loyalty is extremely beneficial to businesses as it leads to repeat purchases by consumers, higher revenues, and customer referrals. Having a loyal customer base can help a business push past its competitors and give it the competitive advantage it needs to succeed in the marketplace. Companies with strong brand loyalty will see its customers repeatedly buy its products or services, regardless of changes in price or convenience. In addition to having higher sales than those without brand loyalty, companies that have successfully established a loyal following can enjoy a growing customer base as well. Coles has the Australia's most popular loyalty program. They work with some of the largest household names to bring you heaps of extra benefits, so you'll collect points on things you're already doing, at places you're already at.