Resources

Mental Availability is critical to customer loyalty, and it requires regular interaction and reward. Customer Loyalty, like other habits, extinguishes if not reinforced. Go Deeper There is considerable chatter in the loyalty program industry and amongst Loyalty Consultants, about the need to increase emotional engagement and the role that ‘experience-based rewards’ should play in the reinvention of programs1. Simultaneously, instant cash-back reward programs proliferate. Loya

Customer-facing companies typically evolve through a predictable set of data ‘life stages’. Their journey begins with no systematic collection of customer interaction data and basic reporting, moving to a strong program with rich insights. At Ellipsis, we categorise companies into 3 groups depending on how customer data is used in the organisation. We have labelled these Loyalty Apprentice, Loyalty Craftsman and Loyalty Artisan. It’s important to note that the proposed change

Blind Loyalty Challenge is with Nick Chambers, Co-partner at the Customer Strategy Network. This 7-minute challenge covers: – A great example of integration between payment and loyalty – A worst personal loyalty customer experience – A critical factor in choosing a tech partner This article was first published by Customer Strategy Network. Permission to use has been granted by the publisher.

The fourth edition of Loyalty Trends 2024, prepared by Open Loyalty, reveals that the industry is changing. The pressure is getting higher, and Loyalty and Marketing teams will have to adapt soon if they want to justify their programs to their clients – external and internal. In this blog, I present some takeaways based on these industry trends. Moreover, I propose different ways to prepare your business for these upcoming challenges. Going beyond the report, these are the tw

Your payments data tells a story: ✅ Where your best and best potential customers come from. ✅ What they engage with. ✅ Why they convert (or don’t). In today’s data-rich era, data’s multifaceted value is rising. Regulatory measures are often seen as limiting data’s commercial potential in the payment industry, overshadowing broader growth opportunities. Payment product issuers should consider a five-step process to maximise the commercial value of the data they hold. ➤ Underst

“The report of my death was an exaggeration”1 Coalition Loyalty programs, which allow members to earn and redeem points for shopping with multiple retailers, have been restructured in the last decade with new ownership and value propositions for their partners. The offer of ubiquitous reward points earning is as appealing as ever. If you are a business weighing the choice between buying ‘someone else’s points’ or ‘launching your own program’, consider the journey multi-partne

Buyer motivation is the underlaying reason that drives everyday purchases. Fundamental to the success of any business is an understanding of such motivations. Only by understanding customer motives can companies tailor their sales & marketing efforts to better appeal to their target audience and thereby increase conversions. Such motivations are influenced by a variety of factors: practical needs, emotional desires, social pressures, status or prestige, convenience and im

To make your loyalty program a success the head, heart and pockets of the customer should be considered. The more horses you back in the race the better chance you have to win, so as good as discounts and points are at engaging customers, they may not be enough. This thinking takes us to loyalty psychology concepts. They play an important role in ensuring your customers pick you over your competitors when they choose. Sometimes even when the competitor is ‘do nothing’. If it

A first of its kind loyalty program performance benchmarking service, will launch this September 2023. A free resource to the loyalty industry, the benchmarking service targets loyalty program managers from every industry from airlines, financial services, QSR, retail, grocery, business-to-business, fuel, retail, travel and more. The goal is to provide brands the ability to optimise their programs by comparing their brands own performance to those of other loyalty programs, b

A Loyalty Program Manager, a Marketing Manager and a Chief Financial Officer walked into a bar… Loyalty Program Manager to bartender (John Wanamaker): “Barkeeper, your best Champagne!” gestured the Loyalty Program Manager. Bartender: “What’s the occasion?” pausing his glass polishing. Loyalty Program Manager: “Our loyalty program is now one year old, 60% of our sales are from members, and 16% of customers have enrolled. Members are spending 4.5 times more than non-members; ti

The Point​ Australia is poised to follow Europe (with GDPR) and California (with CCPA) in tightening our privacy laws which will dramatically restrict how customer data can be harvested for digital marketing. The deafening ‘whoomph’ as first-party data fills this vacuum is already dividing the loyalty market into three distinct types of companies. The Drill Down​ Decide which you are and prioritise your investments to monetise or leverage data for customer lifetime value incr

Listen to Amanda Cromhout, Truth’s CEO, discuss the effectiveness of artificial intelligence (AI) and machine learning which could mean a huge competitive advantage for your business. Listen to the discussion here This article was first published by Customer Strategy Network. Permission to use has been granted by the publisher.

A Loyalty Program Manager, a Marketing Manager and a Chief Financial Officer walked into a bar… Loyalty Program Manager to bartender (John Wanamaker): “Barkeeper, your best Champagne!” gestured the Loyalty Program Manager. Bartender: “What’s the occasion?” pausing his glass polishing. Loyalty Program Manager: “Our loyalty program is now one year old, 60% of our sales are from members, and 16% of customers have enrolled. Members are spending 4.5 times more than non-members;

“All good strategy eventually degenerates into work”1 The ‘work’ in a loyalty strategy ensures you are chosen when a customer buys. If a customer buys, you want them to choose you, every time. Simple objective, complex subjects, many levers, endless variations, lots of work. If your Loyalty Strategy is working, you should be the choice at each purchase step – Intent to buy, Research options to buy, Decide what to buy, Purchase Intent Marketing influencer Byron Sharp has arg

We all know how Big Tech like Apple, Google, Facebook and TikTok already use our personal data to enrich their experiences and deliver many the ongoing engagement features associated with a customer loyalty program. But where else could I look if I wanted to build a customer loyalty program? My Payment Gateway: They can tokenise and track my customer’s payment card transactions and show me the purchasing behaviours of my most valuable customers. My Marketing Automation Pr

A loyalty programs data collection capabilities can pick up fully compliant customer data anywhere along the customer lifecycle and, most importantly, places a current or predictive value on every member who visits your website, views each individual pages, clicks a call-to-action, visits a brick-and-mortar store or redeems a loyalty benefit. Now Machine Learning and AI tools are being used to automate those workflows needed to personalise the customer experience across this

Since Point-of-Sale companies are not collecting Personal Identifiable information, their data revenue starts at the lowest level: syndicated data, delivering aggregate insights across market sectors. For example; telling you that product A sold more than product B last month. Further filters on syndicated data show you insights like what regions product A performed best in, and at what prices. The value of syndicated data increases where you can start to analyse discounts &

A loyalty programs data collection capabilities can pick up fully compliant customer data anywhere along the customer lifecycle and, most importantly, places a current or predictive value on every member who visits your website, views each individual pages, clicks a call-to-action, visits a brick-and-mortar store or redeems a loyalty benefit. Now Machine Learning and AI tools are being used to automate those workflows needed to personalise the customer experience across

INTRODUCING THE 2022 LOYALTY WHITEPAPER Truth and BrandMapp proudly launch the 2022 South African Loyalty Whitepaper. This is the 7th edition of the whitepaper and as every year, it highlights ongoing loyalty trends and new insights, relevant not only to the South African market, but for global markets also. The whitepaper is based upon the results of a deeply comprehensive study brought to you by WhyFive, a consumer insights consultancy based in South Africa. The study is Br

Partnerships are a popular and effective way to enhance customer value propositions and to drive outcomes for all parties involved in influencing customer loyalty. They help in at least these 4 areas. Promotion Partner promotion opportunities include advertising and branding cooperation, product placement and joint marketing such as events and content. Partnering increases the reach of brand messages and promotions. They can reach customers you do not know, and vice ver