The future of customer loyalty is card free
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.
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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.
Loyalty schemes have come under scrutiny as brands look to get the most value out of their programmes. Both Tesco and Nectar have slashed the value of theirs while Waitrose has derided the traditional points-based system.
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.
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Tom Wallis believes data can be used as a highly-effective means to improve the customer experience, as much as drive sales.
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