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.
Lessons from CES 2019: Moving Martech From Sidecar to Driver’s Seat
Too often, tech is bolted on to a brand strategy, rather than a key consideration. VP & Principal Analyst Dipanjan Chatterjee discusses why this must change and what this year’s CES tells us about the future of brand experiences.
Smart Retail eCommerce Shopping Features And What We Can Learn From Them
Buying the wrong fit and wrestling with a cumbersome checkout process can deflate customer energy. Discover how new tools from Patagonia, Everlane, Alibaba, and others streamline and simplify.
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