‘Future of loyalty is the value of interaction’

MWL 2012: Brands and marketers looking to build successful loyalty schemes should not get distracted by new technologies or by points and rewards, but should focus on the value of interaction.

Nectar

The important thing for brands is to think about is how their loyalty strategy is positioned in relation to what customers want from the relationship, according to Phil Szymala, client services director for proprietary loyalty at Aimia, which owns the Nectar scheme and manages Coca-Cola’s Coke Zone.

He argues that consumers’ needs have not changed in the past decade, despite the developments in new technologies such as social media, mobile devices and new channels.

“As touch points proliferate, success will come through keeping things simple and joined up. Social media, geo location apps and offers – these are shiny new toys, but the future of loyalty isn’t technology. It’s actually having a simple focus to use technology in the right way to cater for simple needs,” he says.

“The future of loyalty becomes about extending the loyalty cycle and thinking about the value of interaction and then connecting the dots. Connecting social interaction with transaction and understanding the total value of a customer’s relationship with your brand.”

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now