It’s never been easier to be vanilla, but your loyalty play needs to be pure emotion
Loyalty programs are a crucial tool for marketers to engage and connect with consumers, but as Douglas Nicol, partner at The Works, part of Capgemini, and Aaron Fuller, GM of member engagement at Super Retail Group write, brands that don’t create an emotional connection with target audiences risk remaining vanilla.
It has never been easier for a brand to be vanilla. The necessary pursuit of better martech and mining customer data means the focus has been one of systems, rather than seduction.
Loyalty programs will always have an important and robust transactional earn and burn component, but the strategy that ends there is sadly undercooked.
