![]() ![]() The good news is that consumers still love to join loyalty programmes and show no sign of slowing down. They often fall short of meeting consumers' needs for utility and reasonable time to reward, lack any true differentiation and struggle to keep pace with technologies that are emerging at a staggering pace. And misalignment between programme investment and business objectives is leaving money on the table, diluting retailers' investment and failing to provide the experiences that create real long-term emotional loyalty.Ĭolloquy conducted a major survey of more than 2,000 loyalty-programme members and found that many programmes lack clarity and ignore - or simply fail to discover - what customers truly value. ![]() ![]() It's based on a sense of trust, on the expectation that companies will be responsible stewards of their personal data and use it to create personalised, meaningful and rewarding experiences.īut loyalty marketers aren't doing enough to drive engagement and value for programme members. Loyalty is about much more than a programme it's a way of thinking about customers' entire experience and creating an environment where they want to forge deep and long-lasting relationships. Marketers continue to pour more and more time and money into their loyalty programmes, but are they getting the kind of payoff they expect in long-term relationships, customer engagement and impact on sales and profitability? There's no doubt that loyalty programmes are still popular, but are they still effective, asks the loyalty education publication, Colloquy. ![]()
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