Membership in a loyalty program doesn’t mean you’re loyal. In fact, consumers are willing to sign up for a number of brand interactions and programs—especially if they get something in return. If you’re measuring the success of your loyalty program in the number of members, it’s time to rethink your approach. After all, the real proof of loyalty comes in the engagement after the sign up is complete.
Loyalty programs have long proven to resonate with consumers, even in their less-sophisticated forms. Yet, the short-term, discount-based view of loyalty has never truly engendered lasting relationships. The challenge for brands isn’t attracting customers to join a loyalty program, it’s developing a program that drives engagement and meets customers’ needs across touchpoints. We help brands do exactly that.