Four Loyalty Segments Every Marketer Can Act On

Engagement: Factors, in this case, include program engagement, benefit usage, communication engagement, and website visitation
Loyalty Sentiment: This is the level of&nbsp; emotional loyalty &nbsp;and overall brand affinity measured through surveys, typically among a sampling of members
Behavioral Loyalty: The&nbsp; value for each member , measured by frequency of visits, spend, margin and spending growth over time

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While the notion of 1:1 personalization is enchanting, scalable loyalty strategies are built around sizeable loyalty segments that share common needs and hold potential for the organization. The fun, but the maddening challenge with loyalty segmentation is that the options seem endless, and there is no single right answer. The challenge is definitely worth it because most marketers using advanced personalization based on segmentation achieve a 200% increase in ROI vs a....

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