Let’s face it. The loyalty marketing industry has shifted from transactional to experiential strategies and tactics, though we’ve been discussing the transition for well over five years now. It’s been our strategic vision, an integral component of our marketing plans. So what’s the difference today versus five years ago? Primarily, it’s the power of new technology that allows us to implement our strategic vision and connect with loyalty members to create lifetime loyalty through personalized experiences.
‘Block’ One: Achieving A 360-Degree Customer View Through Data Capture
Personalization is marketing’s Holy Grail. In fact, 80% of consumers are more likely to do business with a company if it offers personalized experiences. So how can you incorporate more personalization into your marketing programs? To help break it down, I like to advise clients to think of it in stages, or a series of building blocks to reach your personalization goals:
In part two of this series, I discussed the second stage of powering lifetime connections which is creating a plan for ongoing dialog. More often than not, brands either send one to two communications to welcome customers to their loyalty program, or, they over communicate and run the risk of customers classifying these communications as ‘junk mail’. Marketers need to develop a communication plan with the right number and types of communications for each program member to sustain customer loyalty. But as I’ll discuss, in the final part of powering lifetime connections, communication plans need to be flexible and accommodate for change along the journey. The needs and wants of consumers are ever changing and developing a plan to adjust to these needs is a must.