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Loyalty Landscape: The State of the Industry

Loyalty Landscape is an honest and confidential evaluation of the most important and dynamic facet of marketing: Customer Loyalty! Loyalty360, through our proactive outreach, has been collecting loyalty marketing data over the past year. We have listened to the market ask for such an insightful and unbiased piece. The Loyalty Landscape is a response to the cauldron call of the market.

 Loyalty360, the definitive voice of loyalty marketing, has chosen to stake out a first-of-its-kind overview of the state of loyalty marketing as identified by nearly 200 of the top brands across a broad spectrum of the market. And what did we see?

Winners of the 2014 Loyalty360 Awards – marketers who have shown proven results in lifting customer awareness, sales, engagement, satisfaction –are thinking beyond traditional rewards programs to build loyalty at every step of the customer journey. Placing a larger bet on customer loyalty is paying off handsomely at these companies.

Marketing budgets are on an upward trajectory when comparing year-over-year spend.

The primary focus of loyalty marketers remains their greatest challenge; Identifying and offering rewards that are valuable to the customer.

Even though we are tired of hearing about “Big Data,” it is more than just big talk. Cracking the nut on using data to better understand customers and deliver on what motivates them is top of mind for many marketers and remains a pressing challenge.

While loyalty programs have proliferated, internal support - in the form of budget, resources, internal alignment and executive-level buy-in - continues to be a challenge.

Benchmarking is a gap.

In the ever-changing landscape of marketing, loyalty is still in demand. A broad assortment of measuring tools and feedback facilitators are creating both signal and noise; the challenge lies in the ability to discern the two. What is real and what is illusion? What is working to create a full, 360-degree customer experience that generates, enhances and solidifies loyalty?

To access the full report, click “PDF” below.

 

Loyalty Landscape 2015 Loyalty Landscape 2014