As a result of the widespread adoption of loyalty programs by brands, customers have come to expect discounts in return for their business. Loyalty marketers are realizing what worked for loyalty programs in the past will not work moving forward.
Today’s loyalty programs remain overly focused on discounts and often overlook initiatives to develop an emotional connection with members. Overcoming the inertia of decades of discount focused loyalty programs is not an easy task, but developing a loyalty program that engages today’s consumers is dependent upon your ability to connect with them.
According to an independent research study by Inte Q, customers’ engagement with their favorite loyalty program has not changed over the last year and the majority of programs have become stale. It’s time for brands to adjust their focus and add some flavor to their loyalty programs.
With nearly every brand offering discounts for repeat purchases, how can you use your loyalty program to engage and connect with customers to stand out from the competition?
Are you using loyalty as simply a means to collect customer information and widely broadcast offers and promotional messaging? Or, have you developed a strategy to strengthen customer connections and drive growth?