Gartner Research

Retail Loyalty Management: More Than Points and Rewards

Published: 14 March 2012

ID: G00224967

Analyst(s): Gale Daikoku


Achieving a single view of the customer is driving many multichannel retailers to focus heavily on loyalty reward programs, which could be at their peril. This research highlights the challenges and opportunities for retailers looking to refocus their strategy on customer loyalty for long-term survival.

Table Of Contents


  • What You Need to Know
  • Loyalty Programs Are One Source of Customer Insights
  • The Emerging Role of Context and Localization
  • The Store Basics Are a Critical Part of Loyalty Success
  • Recommendations

Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.