Loyalty marketing is at a crossroads
The practice of customer loyalty marketing needs to evolve even faster post-COVID-19. Do you think consumers are primarily interested in loyalty programs that emphasize transactional values at the present moment?
Author: Phil Rubin
The Apple Card is the best thing to happen to Apple since the iPhone
With its new credit card, Apple is taking a page from Amazon.com’s strategy and acting like a loyalty leader, changing the game for brands that matter or at least act like they do. Is Apple Card a game changer in the payments or loyalty space?
Is customer experience the new loyalty?
Customer experience, like customer engagement, is a term that defines the white-hot space right now for marketers, much like CRM in the late 1990s and early 2000s. But things are different now, as we live in what is described by Forrester and others as “The Age of the Customer.” Is customer experience driving loyalty more so today than in the past?
Customer loyalty is very much alive
The future of loyalty marketing starts with brands being loyal to customers, going beyond rewarding customers for their “loyalty.” Which retailers do you think have the most progressive and effective loyalty programs today? Are any retailers particularly successful with driving customer loyalty to sell goods without discounts?
Are Retailers Changing Their Loyalty Marketing Stripes?
At the recent CRMC in Chicago, there was increased discussion around the importance and usage of non-points-based loyalty programs and benefits. Do you think the shift in loyalty programs away from points, rewards and discounts to soft benefits, experiences and relevance is a positive or negative for retailers?
BrainTrust Query: Making the Case for Loyalty to Senior Management
For many companies, loyalty marketing is not high on the priority list. When it’s not, building a case for it may become quite a challenge for marketers. The result: low customer retention. How do you think marketers should make the case for a loyalty program internally to senior management?
BrainTrust Query: Loyalty Marketing Needs a Revolution
Even with the sweeping changes in media, technology, consumer habits and behavior, most loyalty programs today are not fundamentally different. They are still focused on hard benefits discounts, with soft benefits few and far between. Ideally, how do you see loyalty programs moving past points and rewards structures?
BrainTrust Query: Changing Times in Loyalty
As great as Loyalty Expo was this year, too much of the dialogue continued to focus on points, rewards, discounts and deals. There were relatively few exceptions to this theme, with the notable exception, Amazon. What lessons does Amazon offer around customer loyalty?
GHQ: Winning Them Over
For wellness customers, savings cards don’t cut it. These shoppers have already shown their willingness to pay a premium for healthful offerings, and discounts aren’t often a source of purchase motivation. Do you agree that a discount card strategy is not appropriate for the wellness crowd? What marketing approaches do you think are best to build loyalty with wellness shoppers?