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.

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?

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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.

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Loyalty members expect to be treated differently in exchange for their loyalty. Loyalty marketers often do not meet this expectation and have, quite simply, ruined loyalty programs. Many marketers use their program as merely a promotional channel to push out offers in an attempt to drive business.

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