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.
As brands continually look to differentiate from competitors, those that incentivise customers with rewards outside of their core product offering could do better to build loyalty in the long-term.
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.
The acceleration of ecommerce has seen logistics giant DHL increasingly pursue a B2B2C model, appealing to brands and consumers alike with an offer of seamless service.
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On course to hit revenues of $1bn in 2021, used car startup Cazoo has developed a formula for fast-paced growth, mixing the right talent and a fixation on customer experience with a commitment to brand building.