Loyalty360

How to Increase Global Engagement 

By: Beccy Turner, eCommerce Manager at Loylogic

Why Engage Globally?

Many companies have global loyalty programs reaching out to members from 50 or more countries. For a significant number of these programs, the core market is the local market, and therefore measures to increase engagement are often targeted towards local customers.

This can be a risky strategy. Taking the example of the airline industry, if local customers begin to fly less frequently, an airline’s revenues will become more dependent on non-local customers. In the case where the local market has been disproportionately impacted by the global downturn, it will now be important to capitalise on the engagement amongst non-local customers.

An Example from the Airline Industry

One trend that is therefore worth noting is that non-local airline customers are more engaged by non-flight rewards than by flights themselves. Looking at data from a Loylogic airline client, the pattern is clear. Local members make up...

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