A company’s most loyal customers are the ones who continually spend time and money interacting with their brand. Regardless of the channel a consumer is interacting with, businesses today that do not try to capture some sort of customer data are putting themselves at a disadvantage. This information helps retailers, restaurants and other merchants identify who their most loyal customers are and, in turn, connect with those individuals with engaging and relevant messaging.
In theory, loyalty programs sound like the perfect tool for establishing a brand-allegiant customer base. These initiatives are based on rewarding a shopper for repeat purchases, which at face value, seems like a legitimate incentive for buyers to flash the cash more frequently. It’s a start, but there is more to do to bridge the gap to brand allegiance.