Brand Experience

In a recent study, 82% of CEOs agreed that they needed to stimulate more loyalty for their brand and products. In a traditional loyalty world, it was treated as a below-the-line messaging exercise to build CRM efforts. The typical loyalty currency was “points for buying a product”. Although this still holds, the possibilities to ignite loyalty are expanding, driven by new consumer expectations. In fact, what was once a typical CRM effort has transformed into the new, innovative way to build a 21st century brand. The conventional “earn and burn” model will no longer suffice, as people have come to expect new levels of personal utility and collaboration beyond just ‘points for buying”. Not only does this require an inspired lens on how we serve up loyalty but a commitment to data to understand the unique loyalty drivers among each of us.