How Most Brands Get Birthdays Wrong
Virtually every retailer’s loyalty program includes a birthday reward, but most don’t capitalize on the potential of this high-engagement, annual event. They look something like the image on the left.
Ok so what’s wrong here? Well for starters, the birthday boy may have made a purchase anyways, and you just shaved off some margin from that sale. Second, research has shown that personalizing these messages based on Frank’s behavior the other 364....