Like all marketing initiatives, success in terms of loyalty marketing will be judged by a combination of consumer impact and impact on ROI. To accomplish this in today’s marketplace, loyalty marketers must apply a much more holistic and precise toolset than previously expected of them. More than ever before, programs will be focused on capturing and actioning member and target consumer research and analytics; ensuring top-drawer strategy; inspiring creative outputs; and investing in digital solutions tied to the most innovative enhancements to current POS, CRM, and mobile endeavors.
Investment will emerge from an increasing ability to accurately connect ROI, and at the expense of yesterday’s more blunt, less-targeted methods and approaches.