One of the inherent benefits of loyalty programs is the data and insights marketers can glean about their best customers. Yet, as I talk with clients I often find marketers have the perception that their data strategy and loyalty programs do not belong together, and they are treated as separate marketing entities with unique teams, goals and plans. But data is an integral part of loyalty programs. Data fuels customer identity so loyalty marketers can better understand the behavior of their members, predict future behaviors and as a result drive more loyalty to their brand.
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.
With the back to school shopping season behind us and holiday right around the corner, retail marketers are in last-minute planning and execution mode. To create shopping inspiration in consumers, several retailers are actively leveraging the catalog as part of their omnichannel strategy during Holiday 2018. It’s important to understand the value of the catalog and why retailers are investing in this channel as part of their campaign and program efforts.