We’ve seen some huge successes but also
some huge failures in loyalty programs.
I think the failure comes about when the organisation
is not very crisp on what the loyalty program
is trying to solve.
How do you connect with your customer?
How do they then talk to customers beyond
their existing product and price?
Technology today, it gives people access to
information much, much quicker and loyalty
programs are a value exchange between the
consumer and the organisation and in that
value exchange consumers expect you to use
that information.
They trust you with that information.
And as a result they expect you to serve them
relevant offers.
Gone are the days of just being personalised
today it needs to be relevant.
So don't talk to them or send them an offer
that has no relevance to them.
If we know they love football, then send them
a football offer.
It’s allowing brands to have an immediate
connection with customers.
If you want to go to the movies you simply
open your app, select the movie you want to
go to, buy the ticket, and off you go.
Which then puts your brand front and centre.
Gone is we’re the marketing department,
we're the product department,
we're the finance department.
What you need is teams to collaborate across
the organisation and view investments at a holistic level.
And if you can do that then you'll unlock
some amazing opportunities to connect with
customers which we don't have today.
