Remaking Retail Loyalty
Too many retail loyalty programs are expressions of merchant relationships and priorities. They are about the next transaction — often delivered by sterile emails. They have little to do with creating differentiated experiences on the customer’s terms. And the results show. These programs are failing to capture customers’ imaginations and, ultimately, loyalty — eroding the economic power of loyalty.
Consumer behavior and disruptors — large and small — are remaking the retail industry. The challenge is to catch up or fit in a way that affirms a distinctive brand — to not lose “you” in the pursuit of strategy. With fewer opportunities for product differentiation and the limited effectiveness of loyalty, delivering a brand experience that wins hearts, minds, and spend looms as the central challenge.
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Our Retail Team
VP, Research Director
VP, Principal Analyst
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