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.
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