Delete…the easy solution for lousy loyalty programs

There are two things we can expect every morning when we wake up. The first is that the sun has returned from the other side of the world and the second is a queue of loyalty program emails waiting in our inboxes, screaming of discounts and one-day sales.

According to The Colloquy 2011 Loyalty Census, the average family belongs to 18 rewards programs, but is active in just 8.4. Loyalty is alive and well, but is it really doing its job well?

Impersonal

Considering the impersonal email queue that greets us every day, membership in a program isn’t necessarily the symbiotic relationship that merchants might expect. Customers have rising expectations (as described in this webinar), and the old practices of loyalty marketing are looking more and more like spam in today’s marketplace.

According to Aberdeen’s report, The 2012 Omni-Channel Retail Experience, 42% of respondents expect a similar experience regardless of channel.

We live in a world that’s using diverse platforms, is increasingly mobile and expects loyalty marketers to personalize their offers in an ongoing pattern of communication. Do most programs meet those expectations? Judging by the morning email queue, no.

Delete

The numbers also suggest that customers won’t spend much thought before deleting or otherwise ignoring communication that isn’t personalized, relevant, and comes through just one channel (and not the ones preferred). Considering how much copy, coding and graphic work goes into the average advertisement, not taking the steps to make the message “sticky” is expensive and ineffective.

Like so many things, you get out what you put in and loyalty needs to be as strategic and personal as any part of selling. A great example would be the Loyalty Lab Reward platform as a tool that will keep your best efforts out of the wastebasket.

This article first appeared on the Loyalty Lab Blog and has been lightly edited. 

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Tags: ,

Categories: Loyalty, Marketing

Author:Jeanne Roué-Taylor

I'm fascinated by disruptive technology and its impact on our world. I manage sales operations for an excellent startup with a unique team of highly experienced data scientists.

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