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Sadly, we are now many years into retail loyalty marketing programs and as a consumer, I still don’t see much that’s new, engaging or innovative. However, as a retail loyalty marketing professional I can imagine the board room conversations that lead to these uninspired programs. From challenges in demonstrating clear ROI to lack of alignment with goals, there’s a reason the retail industry has so many lackluster loyalty programs.
It doesn’t have to be this way. By creating strategies to avoid common pitfalls either pre-launch or as the program is phased to the next level, retail brands can make loyalty programs far more compelling to consumers as well as more profitable for the company.
The most common mistakes I see retail marketing organizations make as they enter into loyalty programs fall into three buckets.
So how can brands avoid these pitfalls?
As trust and engagement are built around the loyalty program over time, it will be far easier to continue evolving the program and developing more engaging consumer benefits.
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