Gartner Research

Deeply Rewarding: Build Loyalty Programs That Go Beyond Cash-Back

Published: 06 August 2019

ID: G00434129

Analyst(s): Kate Muhl


Consumers are gaining the knowledge and tools necessary to control brands’ access to their data. Marketing leaders need to rethink loyalty program structures and rewards benefits to incentivize data collection in addition to transactions.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Reward Consumers for Data Collection
    • Recommendation
  • Keep Programs Relevant for Future Consumers With Experiential Rewards
    • Recommendation

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