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Loyalty trends and best practices

Using Data to Unlock Customer Loyalty

by Sara Hogan
October 18, 2017
Using Data to Unlock Customer Loyalty

Everyone knows that data is king. As marketers, we’re inundated with it — data from our sales channels, from our digital platforms, our call centers, our CRM systems, and our loyalty programs. This data has never been more valuable. But are we using it correctly? Is this flood of data creating the insight needed to create valuable, personalized experiences for customers and ultimately meet business objectives? A Data Disconnect: When it comes to loyalty programs, the answer is too often “no.” According to a recent Forrester evaluation of customer loyalty solution providers, marketers recognize the benefit of collecting data from their CRM or loyalty programs, but lack the capacity to interpret and act upon it. The report also identified the top challenge for marketers as personalizing offers, content, and experiences based on behavior — in other words, based on data. This represents a gap between data collected and data used to... Read more

Join us at Merkle's Media & Entertainment Marketing Exchange

by Julia Leyrer
October 16, 2017
Join us at Merkle's Media & Entertainment Marketing Exchange

Join us October 19, 2017 at Google's New York Office for Merkle’s Media and Entertainment Exchange. This is a unique opportunity to learn from and network with media and entertainment leaders in an intimate, invite-only setting where discussion topics will include the biggest disrupting factors in media and entertainment marketing today: the future of video measurement, OTT, addressable TV advertising, and the future of video content delivery. Attendees have a rare chance to dive into the subjects that are keeping all media and entertainment marketing leaders up at night, and hear the different strategies those leaders are using to rise to the top. This year's theme is: Disrupt or be Disrupted: Creating Competitive Advantage in the New World of Media. Merkle Loyalty Solutions' President, Michael Hemsey, will be presenting "Modern Loyalty for the Enterprise." Read more

Successful B2B Loyalty Programs Mirror Their B2C Counterparts

by Julia Leyrer
October 02, 2017
Successful B2B Loyalty Programs Mirror Their B2C Counterparts

A Merkle B2B customer loyalty study, based on results from an April 2017 survey of 400 North American and U.K. B2B enterprise buyers and sellers, is broken down into three reports that examine how: Non-financial incentives and business-building services have the power to deepen seller-to-buyer relationships and boost revenues attributed to B2B loyalty programs. Business owners and B2B buyers identify non-financial incentives and supportive, reliable, business-building services as most critical to their continued loyalty. These value-added services can range from dedicated support to educational content to the certainty of reliable products and services. Business-building services and reliable products/services – accompanied by high levels of personal attention, professional knowledge, and helpful resources – can strengthen relationships between B2B program providers and members. B2B members want… Read more

Congrats to L’Oréal’s Urban Decay & Kiehl's for being named on FLARE's best beauty loyalty programs list

by Julia Leyrer
September 27, 2017
Congrats to L’Oréal’s Urban Decay & Kiehl's for being named on FLARE's best beauty loyalty programs list

Every beauty junkie knows the thrill of pulling out that long receipt after purchasing a haul at your favourite shop. Not only are you getting that lipstick or moisturizer you’ve always wanted, but racking up some mega points and even some free prods while you’re spending those dollars. But not all points programs are created equal. Here, we’ve rounded up the best of the best in beauty rewards programs to keep your wallet happy while you look your best... Read more

500friends is now Merkle Loyalty Solutions!

by Julia Leyrer
August 14, 2017
500friends is now Merkle Loyalty Solutions!

Today, we are excited to introduce Merkle Loyalty Solutions, our new brand resulting from the acquisition of 500friends into Merkle! In 2014, 500friends was acquired by Merkle Inc., a leading technology-enabled, data-driven performance marketing firm and the nation’s largest privately-held agency. This combination created the industry’s most robust loyalty resource for our clients, based on the synergies of 500friends’ platform with Merkle’s industry-leading practices in data strategies, 1st and 3rd party data linkage, and predictive analytics. Our brand transition to Merkle Loyalty Solutions today further shows the strength of the partnership and the breadth of service we are able to offer our clients... Read more

Financial Modeling Guidelines for Loyalty Programs

by Julia Leyrer
August 08, 2017
Financial Modeling Guidelines for Loyalty Programs

Loyalty programs are not risk-free endeavors. An organization’s CMO and CFO demand to know the ROI of all initiatives, especially for a large undertaking like a loyalty program. Brands are slowly changing their perspective of programs to revenue generators, as opposed to continued cost centers. This, in turn, necessitates the need for a complete financial analysis to understand the income statement, balance sheet, and cash flow implications of your loyalty initiative. The financial modeling process for a loyalty program is a complex one, involving large data sets and customer assumptions based on understanding behaviors of a subset of members. Several inputs influence the program’s impact across enrollment, revenue, cost, and profitability. A credible financial model allows you to have the confidence that... Read more

The Wise Marketer Sponsor Spotlight: Allison Cripps Ferguson

by Allison Cripps Ferguson
August 03, 2017
The Wise Marketer Sponsor Spotlight: Allison Cripps Ferguson

For this month’s sponsor spotlight, we talk with Merkle Loyalty Solutions Senior Strategist Allison Cripps Ferguson about the Great Loyalty Reset: the need for retail and consumer packaged goods (CPG) loyalty programs to become more effective, meaningful, and relevant to today’s shoppers in the face of profound and irrevocable changes in the shopping experience. The solution: deliver “connected loyalty” – a deep understanding of today’s consumers through the orchestration of strategy and technology to connect all customer capabilities within the organization and across every touchpoint. Q. Tell us a little about your background in loyalty marketing and about Merkle Loyalty Solutions. Ferguson: I’ve been a loyalty practitioner on both the client side and consulting side for 20 years. Today, I primarily help clients in the retail, hospitality, and financial services industries with loyalty program strategy... Read more

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