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
Why the New York Times is forging connections with gamers as it diversifies its audience
The New York Times is not becoming a gaming company. But as it continues to diversify its editorial offerings for the digital era, the Times has embraced puzzle gamers as one of its core captive audiences, and it is taking ample advantage of its advantageous positioning in the space in 2024.
Why B2B marketers are advertising more like consumer brands to break through a crowded marketplace
Today’s marketing landscape is more fragmented than ever. Like consumer brands, business brands are looking to stand out in a crowded and competitive marketplace, making marketing tactics like streaming ads, influencers and humorous spots more appealing.
As draft puts WNBA in spotlight, the NBA is speeding up ballplayers’ transition to creators
The NBA’s star athletes are its greatest marketing asset.