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How Big is Your Churn Problem?

Posted by James Riley on Apr 30, 2019 12:22:03 PM

Every loyalty or CRM program has a churn problem. The question is, how big is the problem?

Setting Expectations of Churn

The definition of churn can vary enormously by industry and transaction frequency. Once you define your churn, before you set targets and compare to industry benchmarks, reflect on your core business KPIs and the maturity of your program.

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Topics: Customer Data & Analytics, Personalization, Financial Institutions, Telco, Retail, Travel & Hospitality, CPG, SmartJourney®

The 4 Analytics Tools Marketers Need

Posted by Sara Galloway on Feb 11, 2019 4:51:36 PM


Successful brands use data to direct business strategy, optimise customer journeys and craft relevant content to build long-term relationships. The beauty of loyalty is it’s the most influential mechanism for capturing customer data while operating within data privacy regulations because the fundamental principle of loyalty is a customer willingly volunteers their data in exchange for benefits. As they opt-in to the terms of the program, marketers can serve up offers and content that helps emotionally bond the customer to the brand. However, many brands are struggling to pull insights from their data from which to build the strategy and campaigns to make their data come to life for them.

To start their data and insights strategy, marketers should consider their primary goals, likely personalisation, comprehensive view of customer, customer growth, churn reduction, etc., from which to establish KPIs that align with business needs. These KPIs go beyond loyalty program mechanics and metrics to affect all business units, from operations carrying out customer experience to merchandising determining the products to feature to marketing as a whole in making acquisition more cost-effective.

The point to remember is that the goal of both technology and strategies is to make data useful. This may require that some data is pared away or left unused. As such, the platforms and strategies that brands choose to adopt should focus on structuring data into unified, accessible views that will enable the team to design successful strategies.  

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Topics: Customer Data & Analytics, Personalization, Loyalty Trends, Loyalty Strategy

5 Ways to Motivate Members with Real-Time Loyalty Statements

Posted by Reid Sorenson on Nov 14, 2018 1:41:45 PM


The loyalty statement has long been a staple for programs. However, the monthly direct mail statements of old are being replaced by real-time trackers and email statements that use the principles of human motivation to influence customer behavior.

Most people don’t know how many points they have with their favorite brand, therefore they’re not aware of how close they are to that next tier, next reward, next status.

Incorporating the right elements into your loyalty statement plays upon the motivational cues that drives member behavior and keeps them engaged with the brand, while continuing to build that one to one relationship with the customer through recognition. Every brand has its own design for statements, but the most effective statements leverage the psychological motivators behind goal setting to keep members hooked and driven toward moving to that next milestone.

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Topics: Customer Data & Analytics, Customer Experience, Omni-channel | Digital, Financial Institutions, Telco, Loyalty Trends, Loyalty Strategy, Customer Engagement, Retail, Travel & Hospitality, CPG

3 Steps to Limiting Loyalty Fraud

Posted by Erin Raese on Oct 22, 2018 12:48:47 PM

Loyalty programs provide opportunities for people to get free stuff. As part of the loyalty game, engaged loyalty members look for ways to earn more points faster, which brands may provide through accelerated earn opportunities like double- or triple-points days, or buy 3 get 1 free offers, etc. However, as loyalty grows more complex, these earn opportunities may inadvertently create unplanned loopholes, which savvy members will certainly find. Remember when airlines had hidden cities? We’d book our flights through those cities to save money and/or earn extra miles. Unfortunately, unintended loopholes such as these can create an opportunity for loyalty program fraud. When looking to limit loyalty fraud, we recommend a three-pronged approach: Prevent-Detect-Monitor.

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Topics: Customer Data & Analytics, Financial Institutions, Telco, Loyalty Strategy, Retail, Travel & Hospitality, CPG, SmartJourney®

Whitepaper: Building a Customer-First Retail Future

Posted by Aimia on Oct 1, 2018 7:37:00 PM

There's no doubt that unique customer experiences are the future of retail. More and more, marketers are cultivating their strategies to deliver personalization . The age of individualized communications is at hand - and with the continuing evolution of technology and data insights, retail marketers have endless opportunities to cultivate their highest value customers for growth. This whitepaper explores the tactics and strategies marketers can use to not simply keep their brands alive - but to lead the marketplace with innovation, distinction and opportune interactions to better serve their customers.

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Topics: Customer Data & Analytics, Customer Experience, Loyalty Trends, Loyalty Strategy, Retail, SmartJourney®

What is The Amazon Prime for Your Company?

Posted by Erin Raese on Sep 15, 2018 7:58:02 PM

How a Paid Tier or Program Can Add Recurring Revenue for Your Brand

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Topics: Customer Data & Analytics, Customer Experience, Loyalty Trends, Loyalty Strategy, Travel & Hospitality

Your Full Guide to the New Retailtainment

Posted by Erin Raese on Jul 5, 2018 10:46:00 AM

It’s strange how the world is abuzz with ecommerce, yet it only represented 13% of retail sales in 2017 in the United States (Internet Retailer). This shows there is still demand for physical presence in the retail space – shown clearly by brands such as Warby Parker and Rent the Runway, both having debuted as online-only brands only to add physical stores to their business plans later. With all the convenience that ecommerce brings to the consumer, physical retail still holds the ultimate opportunity for immediate gratification and that touch-and-feel opportunity. It can be argued that the brands surviving the “Retail Armageddon” are integrating their physical presence with digital. And those brands doing it best are finding their niche of the expansive customer experience, a draw known as retailtainment.

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Topics: Customer Data & Analytics, Customer Experience, Retail

4 Ways to Adapt to the Retailution

Posted by Erin Raese on Jul 3, 2018 8:00:00 AM

Retail is one of the industries most affected by the influx of technology, changing consumer behaviors, and enhanced customer expectations. Looking toward retail’s future, we compiled some key steps to staying on top of changing trends in the industry.

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Topics: Customer Data & Analytics, Customer Experience, Loyalty Trends, Retail

Data-Driven Onboarding Generates Loyal & Engaged Members

Posted by James Riley on Jun 18, 2018 10:50:11 AM

Acquiring a new member to your loyalty program is a great sign of growth; it’s a sign your member base is getting larger and therefore your revenue and margins are growing. That’s the usual perception and the reason why many marketers spend a disproportionate amount of their budgets on various forms of Above the Line (ATL) communication to attract new members. In reality and in most cases, this is the wrong approach. Yes, creating awareness of your brand and loyalty program is absolutely necessary and this is clearly required to attract new members. However, don’t think that your job is done once the new member picks up their loyalty card and walks through your door for the first time.


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Topics: Customer Data & Analytics, Personalization, Retail, SmartJourney®

Investing in a Customer First Engine Room

Posted by Erin Raese on May 28, 2018 10:16:37 PM

Since the turn of the century, the age of information has seen masses of data dumped into disconnected silos across many retail organizations. Limited access, capability, focus and free time has meant that until very recently we were only able to skim stones across the surface of this pool of potentially rich insight. However, where once IT systems creaked to breaking point whenever a non-batch data request was made, the digital transformation of customer data management is now enabling the development of inter-connected information ecosystems and finally rich customer insight. With loyalty programs in which customers self-identify, retailers can connect disparate pieces of data across multiple silos and touchpoints to build a complete picture of their customers – what we call the Golden Profile. With this Profile, retailers create relevant messaging to reach their consumers in a meaningful, impactful way.

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Topics: Customer Data & Analytics, Omni-channel | Digital, Personalization, Customer Engagement, Segmentation, Retail