Design/methodology/approach – The article provides a discussion on COLLOQUY's benchmark‐setting measurement. Purpose – This article aims to examine US loyalty marketing industry size and analyzes growth trends. When you’re ready to take your loyalty efforts to the next level, call Clarus Commerce at 86, ext.The COLLOQUY loyalty marketing census: sizing up the US loyalty marketing industry The COLLOQUY loyalty marketing census: sizing up the US loyalty marketing industry Chris enjoys running and is a lifelong, passionate fan of soccer. His specific areas of focus have been in Business Development, E-commerce, and Loyalty & Data Analytics. Chris has nearly 25 years of experience working with leading US retail brands to help drive increased omnichannel sales, higher loyalty levels, and improved efficiency on their advertising. They believe they deserve preferential treatment, especially when they make a voluntary commitment to shop at a particular outlet, and loyalty programs are the perfect vehicle for promising - and delivering - those perks.Ĭhris Cobb has been Vice President, Retail Partnerships, at Clarus Commerce since January 2014. In today’s e-commerce world, where consumers expect to see relevant advertising on practically every site they visit, personalization is an increasingly critical factor in attracting and retaining customers. Prime members have rewarded Amazon by spending more than twice as much at Amazon as non-Prime members do and by increasing their spending every year they stay in the program.Īlso, with the heightened data gathering and analysis that loyalty programs facilitate, companies can more precisely customize their messages and offers to shoppers. Amazon Prime, for instance, repeatedly enhances and expands its benefits - e.g., it added Prime Instant Video and invested in award-winning shows it offers one-hour deliveries in a growing number of markets and more. offers multiple, ongoing money-saving deals, for example, while Netflix provides quick, easy access to a wide range of popular TV shows and movies.Ĭompanies can then use that information to keep improving the customer experience and thereby persuade members to deepen their engagement with the program. Successful programs therefore rely on benefits that encourage and reward repeated usage. For starters, they allow companies to continually gather data on their members. They have to keep giving their customers good reasons to come back and use the program benefits again and again.įortunately, as the Times article suggested, subscriber programs are ideally suited to that task - when they’re well-designed and well-managed. To keep these memberships active, though, companies need to go far beyond point-of-purchase and/or enrollment inducements. ![]() ![]() adults are more than happy to claim short-term fidelity to consumer-facing companies across a variety of industries, provided there’s something in it for them. ![]()
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