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As the entire marketing industry shifts, so too do the tectonic plates that underlay the very foundation of most loyalty programs. Not long ago it may have been enough to simply offer a plastic rewards card and points to successfully attract and retain customers. Not anymore. This method of gaining customer loyalty is quickly becoming obsolete.
Today, winning customer loyalty requires building long-term relationships by implementing programs and strategies that offer personalized, meaningful, and relevant customer experiences. Bond Brand Loyalty is an organization that understands this progression, which is why it has been included into Gartner’s new marketing guide.
After a successful track record of helping numerous major brands create authentic and long-term customer relationships through a host of research, analytics, customer experience, and loyalty program solutions, Bond Brand Loyalty has announced its addition into the Gartner Market Guide for Loyalty Marketing Platforms* as representative vendor.
"We are honored to be included in the Gartner Market Guide and see this as a testament to the work we're doing with some of North America's biggest brands," said Bob Macdonald, President and CEO of Bond Brand Loyalty. "All marketing ultimately rolls up to loyalty, and we are observing a major shift in how brands need to engage with their customers. Every marketing motion a brand makes is either loyalty in the making or loyalty in the breaking, and we have the expertise to build deeper digital and human relationships between brands and the people who matter most to their businesses."
Gartner, a global business technology and research firm, also recognizes the need for most brands to update their approach to loyalty marketing, which is why it felt that Bond Brand Loyalty was a strong addition.
"Marketers are recognizing the limitations of standalone accrual/redemption engines,” a spokesperson at Gartner said. “In response, they need to focus on a more strategic, long-term relationship with customers based on techniques and treatments that add to affinity, where point programs are part of the approach, but not all."
*Gartner, Market Guide for Loyalty Marketing Platforms, Adam Sarner, Richard Fouts, 13 March 2015.
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