The resurgence of the loyalty strategy
Loyalty is making a comeback, and here’s why marketers should be ensuring it’s a core part of their marketing strategy, writes Mark Gretton, chief technology officer at CHEP Network.
As the pendulum of industry buzz swings towards a greater focus on long-term brand building strategies versus short term activations (with sound justification), one of the unfortunate casualties of that discourse has been the loyalty program.
They’ve taken a bit of a reputational hit in recent times as we collectively shift away from performance and the often perceived as less sexy ‘below the line’ channels.
I’d argue that reputational hit and shift in focus away from loyalty programs and loyalty strategy has been unfair and unwarranted, and that we are on the cusp of loyalty as a strategy coming back with a vengeance due to a converging mix of political, environmental, social and technological drivers all hitting at once.
