woman looking at a digital loyalty program on her phone

Trends Forcing Businesses to Rethink Digital Loyalty Programs

by | Sep 29, 2020

Aligning customer loyalty strategy with today’s digital trends

Customer loyalty is becoming a digital experience now more than ever before. A 2019 study conducted by the Harvard Business Review showed the majority of its respondents say digital and omnichannel access are important to the success of their loyalty program. Gone are the days when companies rely on paper-based loyalty cards to keep their customers coming back. Here are some recent trends and strategies in building an efficient digital loyalty program.

mobile phone showing discounts and loyalty app

Seamless, unique digital experience

Digital-first solutions are key to engaging busy, hyper-connected customers. Businesses that do not practice a digital-first strategy may be at a disadvantage as customers are becoming more technology savvy. The 2019 Harvard Business Review study stated that as loyalty becomes a more digital experience, many businesses across the globe are delivering a more personalised experience for its loyal customers.

More personal connection

Aside from having a digital-first strategy, businesses also need to build personal relationships with their customers online. The Harvard Business Review said in its study that 57% of respondents say forging emotional connection is a primary reason people are attracted to loyalty initiatives. Customers love rewards points, but they also love experiences and customised “offers that make them feel special.” To stay ahead of competitors, businesses need to offer instant gratification through simple digital solutions like a digital loyalty program. Business owners should ensure that the rewards offered are aligned with their customers’ needs and wants on a hyper-local and hyper contextual level, which in turn will drive more transactions for their shops.

Customer journey measurement

When deciding how to revamp loyalty strategies, businesses should intently focus on the changing behaviour of their customers. This can be effectively measured and analysed through a digital loyalty program that tracks customer journey from views and clicks to real transactions.

Businesses should seek a third-party local area marketing service provider that has the expertise to connect customer touchpoints and effectively measure returns. This need is highlighted in the Harvard Business Review study, stating that the bulk of its respondents say their organisation can successfully track return on investment of customer loyalty investments.

There is no silver bullet in building a successful digital loyalty program. It should be constantly evolving in which businesses create, test, learn, and analyse customer insights to make sure they are delivering a program that is relevant to their most loyal customers and builds lifetime customer value. Start optimising your digital loyalty program today by signing up for free in this link.

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