In a digitalized society the retail sector has undergone a huge transformation, and retailers all of the world face global competition and a demanding customer. The complexity of the market has evolved and gaps such as physical distances between customers and markets are almost gone. This has lead to a more disloyal customer and retailers struggling with loyalty operations, mainly based on price offerings. In this paper, we argue that there is a need to understand how relevance might be achieved by other means than just a low price, and propose a broader view of loyalty, based on literature from tourism- and popular culture research. The case presented is a Swedish department store, and the largest shopping destination in the Nordic countries, Gekås. Gekås is famous for its low-price offerings, but also for their strategic work of creating Gekås-fans instead of plain loyal Gekås customers. The propositions presented are not brought to evidence, but rather should be seen as illustrative examples of how a retailer might operate with involvement & emotional ties, co-creation and fans & fandom, if firms believe that loyalty is important for their business.