Loyalty marketers are acutely focused on how their programs engage consumers to sustain customer loyalty. Marketers must think beyond their loyalty program to the overall brand experience, where the big ‘L’ is established, to achieve optimal success. So what do I mean by the big ‘L’? I define it as the passion, dedication, feelings, emotional connection and trust consumers establish with your brand that motivates them to continue their purchases and move through the customer lifecycle towards lifetime brand loyalty.
Throughout 2017, brands across multiple industries excelled by embracing new technologies, designing unique offerings and delivering unforgettable customer experiences. Indeed, Gartner predicts that by 2018, more than 50% of organizations will redirect their investments to customer experience innovations. Proving once again, that if you want to sustain brand loyalty, you need to align your brand promise to delivering relevant and engaging experiences valued by your best customers.
The Internet of Things (IoT) has shifted from a trend to something all marketers need to consider.