Published: 29 November 2022
Digital marketing leaders can enhance customer retention by creating successful loyalty programs. Use this research to evolve program incentives and offerings that align with business goals and customer needs.
Digital marketing leaders struggle to balance loyalty program incentives and benefits that are attractive to customers, aligned to brand values and profitable to administer.
Trends in loyalty program types, like the uptick of subscription-based programs, can tempt marketers to make changes to loyalty program structures that don’t necessarily align with program objectives, larger business goals and customer needs.
Loyalty programs often lack visibility across customer journey touchpoints and are only prioritized at the time of transactions, reducing opportunities for customers to engage with the program.
To improve customer acquisition and retention:
Create a balanced incentive structure by blending
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Analysts:
Brad Jashinsky, Digital Performance Benchmarks Team
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