Are loyalty schemes broken?
Many loyalty schemes are failing to understand the distinction between implicit and explicit drivers and the emotional needs of consumers, but behavioural data can put brands on the right path.
Many loyalty schemes are failing to understand the distinction between implicit and explicit drivers and the emotional needs of consumers, but behavioural data can put brands on the right path.
Virgin is uniting all its UK businesses under one loyalty programme for the first time as it looks to boost engagement with its customers and give them a reason to pick Virgin over its competitors.
Gaining loyalty from customers is no longer a matter of simply investing in a card-based scheme, instead brands are using data to reward the right behaviour.
Starbucks is planning to expand its use of personalisation beyond email and into mobile as it looks to boost loyalty, increase sales and improve efficiency.
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