Loyalty marketing is stale. That’s not to say programs no longer work, or consumers aren’t loyal. Today’s consumers have simply come to demand more from loyalty programs. Customers want to be courted and rewarded by every significant brand experience they choose. They want more immediate rewards. Meanwhile, the social media revolution is driving loyal consumers to expect brands to give insider information, special privileges and offer the opportunity to engage in a brand community.
The challenge is that loyalty programs are not keeping up. In many industries, traditional loyalty programs are fast becoming table stakes. Basic points programs are expected, and one pretty much looks like another. However complex the design, most loyalty programs can be boiled down to a “do this, get that” formula. And because the brand’s connection to these experiences is often tenuous, too many companies run the risk of building program loyalty rather than brand loyalty.
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