Gartner Research

Loyalty Is a No. 1 Investment Priority, but What's Next for Retail Loyalty Programs?

Published: 26 February 2018

ID: G00323610

Analyst(s): Kelsie Marian

Summary

Methods for understanding and growing customer loyalty must evolve with changing customer expectations for unified retail experiences. Retail CIOs must ensure investment in tech that grows relationships with customers, regardless of the channels shopped or the business unit collecting the data.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Service-Driven Retail Experiences Will Reign Over Points-Driven Loyalty
  • Conversational Commerce Provides Personalized, Fast Recommendations and Assistance to Shoppers
  • Retail Loyalty Winners Will Lay the Groundwork to Forge Collaborative Relationships With Generation Z Consumers

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