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It’s 2019, and for consumers, the Apollonian appeal of “points-for-rewards” is beginning to lose ground to the Dionysian lure of “surprise and delight.” The former model has a communicable value proposition, but the latter fosters emotional connections. In a world with thousands of loyalty programs, those warm, fuzzy experiences are what really cuts through.
As HelloWorld’s 2019 Loyalty Barometer Report suggests, people appreciate it when brands send a gift their way, just for being a customer. Such gestures are a differentiator, and fortunately, brands with traditional points-for-rewards programs don’t need to shut down their current initiatives to offer them. They can be purely supplemental.
Let’s take a look at some best practices for surprising and delighting consumers.
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