Secure your place at the Digiday Publishing Summit in Vail, March 23-25
Kirsty Hughan, a marketing specialist at Digby, writes in a blog post that brands that let customers customize their loyalty program experience will be the winners at the end, as opposed to those who dictate the experience. Encouraging customers to personalize their own loyalty programs will strengthen the relationship between customers and their favorite brands and even allow that relationship to evolve with their personal lives, she says in the post.
Consider it this way: a department store that sells multiple clothing lines allows you to inform them of your favorites, giving you relevant offers and suggesting other brands based on your preference. Or a home goods store allows you to share big moments in your life, like your upcoming wedding or the arrival of a baby into your family. By passing this information to the brand willingly, customers remove the eerie feeling of surprise they get when they receive a slew of offers for newborns—whether or not they are pregnant. Instead, by excitedly sharing the news with the brand, brands have a chance to congratulate their customers in an even more personal way.
Read the full blog post here. Follow Digby on Twitter here.
More in Marketing
WTF is Meta’s Manus tool?
Meta added a new agentic AI tool to its Ads Manager in February. Buyers have been cautiously probing its potential use cases.
Agencies grapple with economics of a new marketing currency: the AI token
Token costs pose questions for under-pressure agency pricing models. Are they a line item, a cost center — or an opportunity?
From Boll & Branch to Bogg, brands battle a surge of AI-driven return fraud
Retailers say fraudsters are increasingly using AI tools to generate fake damage photos, receipts and documentation to claim refunds.