Gartner for Marketers Research

Insight Report November 15, 2019

Big Box: Loyalty & Services

As retailers face the challenge of retail commodification from giants like Amazon, it is critical for retailers to find ways to offer unique value and increase customer loyalty. However, as the number of loyalty programs rise, average engagement is stagnant and catch-all rewards like discounts can fall by the wayside amidst the sea of similar programs. In addition to loyalty programs, Big Box retailers should focus on customer experiences and category-specific services that work as natural extensions of the products they sell to foster valuable customer interactions with the brand. Finally, personalization can also be a useful strategy for driving retention, but retailers must ensure they focus on personalization tools that help customers ultimately make decisions, rather than just showing customers that they know their names.

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