It’s not surprising consumers were found to be frustrated when loyalty programmes don’t use their data to tailor rewards (MWlinks.co.uk/BrandChange).
However, there are many high street brands getting it right.
Segmentation is crucial to any loyalty scheme’s success. But, for it to really hit home, brands must build their knowledge of the customer across every touchpoint and use behavioural and transactional data to predict customer behaviour, and inform more personal and meaningful customer experiences.
Head of insight and analytics