You Want Loyalty? Drop the Rewards
The DataCo Team | July 29, 2016

It is estimated that companies spend billions of dollars every year trying to retain customers. One of the strategies that companies utilize is recognizing and rewarding loyal behavior. In fact, you are probably reading this paragraph, and maybe the white paper attached, because you are actively involving in the Loyalty Industry.
 
Colloquy, in their 2015 Loyalty Census, reported that Loyalty Program memberships are enjoyed by over 3 billion consumers on an annual basis. This is the highest level of participation ever reported in their census.
 
With more than 3 billion memberships and billions more in marketing spend, every year, loyalty may be a market that is in need of efficient and effective tools for capturing and managing its consumers.
 
We were challenged, by one of our clients, to do this very thing. Our client wanted to know if our data, analytics and marketing strategy development methodologies could predict which of their customers would increase the length and profitability of its relationship with the client.
 
What follows is a case study of what we found, and what data regarding customers existing product, usage and past marketing response says about the ability to predict, capture and retain “loyal behavior” more efficiently and effectively, perhaps without the additional cost of rewards or incentives.

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