# Retailers ditch old loyalty playbooks as shoppers hop channels 2026-08-12T06:34:03+00:00 | Business & Economy | Indian Opinion Desk Corroboration: 2 independent outlets Indian retailers are rethinking customer retention as shoppers freely switch between Instagram, Amazon, quick commerce apps and physical stores. Tata CLiQ CEO Gopal Asthana told The Economic Times that retention is no longer about the next transaction but about building consistent experience across the full customer journey. Direct-to-consumer brands like Kapiva and Plum now treat customers as brand loyal but channel agnostic, tracking them across platforms rather than measuring retention per channel. The shift follows rising customer acquisition costs and the breakdown of traditional brand inertia. Brand-equity.economictimes.indiatimes.com notes that old loyalty built on repetition and limited choice has given way to a world where availability, price and delivery speed often trump brand preference. ## Coverage - brandequity.economictimes.indiatimes.com - retail.economictimes.indiatimes.com Tags: brand loyalty, consumer behaviour, DTC brands, HUL, private labels, quick commerce Canonical: https://indianopinion.org/brand-loyalty-redefined-as-quick-commerce-private-labels-disrupt-trust/ License: Summary and commentary (c) Indian Opinion, reusable with attribution. Facts belong to the linked sources. Cite: https://indianopinion.org/brand-loyalty-redefined-as-quick-commerce-private-labels-disrupt-trust/#story-in-brief Review state: restored archive article, accurate at time of publication, not offered to search indexes.