Loyalty, in current terms, is a benefit derived from being both convenient, and equally importantly, useful. Convenience alone is often delivered through a device, service, or location and in isolation its impact is limited. Therefore, strategies to be employed by brands looking for loyalty should focus on innovating around usefulness. Usefulness of their services or products in particular, in helping consumers achieve what they want to.
Innovation at its most effective is very nuanced and incremental. Businesses should have a constant focus on innovation in order to achieve sustained commercial success and brand longevity.