Loyalty Trends

Jul 24, 2023

‘Future Proofing’ loyalty initiatives in a world of disposable Apps has made the work of loyalty professional and the IT community even harder than has been the case over recent years. Here are some trends to consider when mapping your loyalty strategy:

1. While consumers have been quite willing to share data, this is starting to decline as they get weary of the abuse of their data. This will increase the need for organisations to build their customer asset (build zero and first- party data) and respect customer privacy
2. Privacy rules will increasingly reduce the ability to monetise customer data and the need to build valuable insights will benefit brands that invest in this today
3. Brands will need to go beyond transactional loyalty and build strong relationships through value propositions that are meaningful and relevant
4. Biometrics will become the identification mode as mobile devices have deployed this technology, this will become the default identification device
5. Brands will need to discern who are their most valuable customers and prioritise their marketing spend
6. Programmes will need to create international rewards as memberships go global

Coalition models will be more common, facilitated by sophisticated Apps