How brands are ramping up customer loyalty program spending in 2017

With customer loyalty, and specifically loyalty programs set to get more spending this year, we speak to high-profile brands as well as industry experts to find out how to keep efforts fresh


Keeping loyalty fresh

When it comes to how to reward existing customers, Schneider believes the focus for brands should be on providing opportunities for engagement beyond the pure purchase.

“For example, instead of merely rewarding points for purchases, brands can reward customers points for activities like filling out profiles and preferences, submitting reviews, registering on their website, sharing or checking in on social media and downloading their app,” he says.

“Brands can also provide personalised rewards for milestones, such as customer birthdays or membership anniversaries, or even offer impromptu rewards throughout the year. This helps to keep the program fresh and adds an element of variety to surprise and delight customers, keeping them engaged with the brand and creating an emotional connection.”

Schneider highlights mobile as the game-changing technology making it easier for marketers to not only focus on customer loyalty, but also justify these activities and spend.

“The rise of mobile has certainly made it easier for brands to engage with customers beyond the point of purchase,” he says. “Smartphones allow consumers unfettered access to email, apps, social media and websites. With so many possible touch points on one device, it’s easier for marketers to reach customers when and where the message is most likely to connect.

“Brands should be looking to integrate their mobile app into the broader customer experience. They can create a mobile wallet, add in order and pickup reminders and streamline access to coupons and rewards. Since mobile is now a necessity for brands anyway, it certainly should be easier for marketers to justify the spend on these functions.”

Whatever approach brands take to their customer loyalty program and activity, it’s clear there needs to be a priority from both the board and executive committee on the customer, Bowman says.

“Failing to do so will ensure any business to become irrelevant as they will be moving in a different direction to the market, and opportunities will dry up quicker than ever before,” he says.

“One of the simplest ways for marketers to help guide their organisation towards customer loyalty is to put it into simple numerical terms on a single page that can demonstrate growth. This may be in the form of a chart of goals and KPIs, or a roadmap of what the future could look like if you increase the performance of different touch points.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

I am a new satisfied customer with the cryptodriven darkwebsolutions company, they helped me with a very efficient crypter for my company...

Yusef

The CX thinking behind Westfield A/NZ's new brand and digital identity

Read more

I enjoyed reading your article. It all starts from creating a persona of your ideal customer. Once you understand the needs then you can ...

Ardie Cash

4 skills needed for a marketer to sit on boards

Read more

A very prestigious list. Cant wait to see who ends up in this years list. Cheers!!

Diganto

CMO50 2018 is now open for submissions

Read more

Hi, where can I read about the results of the recent Salesforce Digital Advertising 2020 report? I would very much like to look at the an...

Milla Cross

Salesforce chief strategy officer: Why it’s a transformative time for customer service

Read more

I have had that scenario with the mail happen so many times! I never thought anything of it, maybe because I have become desensitized. I ...

Diana Da Silva

Data has the power to build or burn brands - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in