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Loyalty trends and best practices

5 Technology Trends Driving Engagement-Based Loyalty

by Geoffrey Smalling
February 23, 2017
5 Technology Trends Driving Engagement-Based Loyalty

Loyalty programs continue to proliferate, while customers’ expectations continue to evolve. Program innovations are more important than ever, facilitating new ways for brands to focus on delivering seamless experiences when and where their best customers want them. In 500friends’s recent webinar, Geoffrey Smalling, CTO of 500friends, a Merkle Company, spoke about innovative ways, outlined below, that technology can facilitate collecting loyalty data to create experiential moments, keeping your loyalty members engaged and driving deep consumer value... Read more

[Webinar] From Identification to Loyalty: How to Ensure a Successful Customer Journey

by Julia Leyrer
January 11, 2017
[Webinar] From Identification to Loyalty: How to Ensure a Successful Customer Journey

Are you challenged with identifying a truly comprehensive view of your customers in order to recognize the types of incentives, interactions, and products needed to deepen the relationship between your brand and your customer? Ideally, loyalty programs are a solution to collect and connect more member data (beyond transactions) to help you better understand your members. However, loyalty program engagement may be limited by a cumbersome enrollment process. Even post-enrollment, a program faces an innate difficulty to create incentives suitable for very different member segments. Through the partnership of Gigya (awarded the highest score in Identity and Access Management for B2C by Gartner, Inc.) and 500friends, a Merkle Company (awarded the highest score in Customer Loyalty Solutions by Forrester Research), the resulting... Read more

CPG Loyalty: How to Create an Effective Structure

by Arif Damji
April 19, 2016
CPG Loyalty: How to Create an Effective Structure

It is no secret that code-on-pack is on the decline. The approach of using product packaging as a method to allow registration of product purchases can be expensive to the brand and inconvenient for the customer. As a result, many CPG programs have been left with low enrollment and participation rates. However, this is certainly not a reason to overlook the power of a loyalty program for your CPG brand, and today we’ll discuss how CPG brands are utilizing new partnerships, structures, and technologies to create effective loyalty programs. So, why is CPG loyalty traditionally seen as ineffective? Our VP of Loyalty Strategy, Zach Woith, often says that “the purpose of a loyalty program is to change the behavior of a member segment to align them with the objectives of the brand.” This means that you want your members to increase spend, stay active, become brand advocates, and build further brand affinity. In order to be... Read more

Loyalty Experience and Design for Globalized Brands

by Arif Damji
February 22, 2016
Loyalty Experience and Design for Globalized Brands

In today’s world of globalized brands and the aspirational 360 degree of customers, the question arises around how uniform a customer’s loyalty experience should be across countries. Undoubtedly, years ago when many large established globalized and brands moved into Europe and Asia, they wanted to create a differentiated image tailored to these geographies to help penetrate into those regions. However, as their presence expanded their loyalty footprint has become equally regional with a differentiated program in each market. Recent trends of mobility across geographies, transparency of eCommerce and a desire for a globalized brand image has helped to flag the need for a global customer experience for brands, inclusive of course of a consistent loyalty experience... Read more

Why Facebook Messenger Could be the Preferred Communication Channel for Retention Marketing by 2018

by Matt Gilbert
February 01, 2016
Why Facebook Messenger Could be the Preferred Communication Channel for Retention Marketing by 2018

In a recent blog post, Facebook’s VP of Messaging Products, David Marcus, announced that Facebook Messenger has crossed the 800 million monthly average user threshold. According to Nielsen, Messenger was the third most popular app in 2015, delivering 31 percent year on year growth. While Mr. Marcus downplays the milestone with an “early days” designation, businesses should be paying very close attention to the emergence of Messenger as a communications hub as they plan their retention marketing communication strategies for 2016 and beyond... Read more

The Future of Loyalty In 2016

by Julia Leyrer
January 18, 2016
The Future of Loyalty In 2016

As we exit 2015 and reflect on the ways in which the loyalty market is continually evolving, we have compiled a list of seven main areas where we see loyalty going in 2016: 1. “Omni-channel” will become an outdated term. “Omni-channel” has been a buzzword in recent years, and with good reason. Consumers own an average of 3.4 devices, and brands have been able to set themselves apart by recognizing and interacting with their customers across all channels cohesively, rather than individual channels. It is already expected among customers now, and 53% cite it as important to them. If brands are still not keeping up with the omni-channel trend, they will be overshadowed by those who are. 2. Also becoming outdated... Read more

Single Objective vs. Multi-Objective Loyalty Programs

by Julia Leyrer
November 20, 2015
Single Objective vs. Multi-Objective Loyalty Programs

When it comes to providing initiatives to existing and prospective customers with objectives such as increasing customer retention and acquisition, there are two main approaches that are taken with promotions: single objective and multi-objective approaches. Although each provide a valued initiative to influence a certain customer action, they differ in how customers engage over time and how they’re structured within the business. Below, I address the differences between the two, and when to know which approach to take. Single objective. As it sounds, single objective approaches are loyalty initiatives that are created around a single objective in mind. This may be retention of at-risk customers through rebates, referrals of new customers with gift certificates, or the addition of benefits to increase overall customer satisfaction. This is commonly seen in the television network industry where... Read more

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