Editors Letter: Taking Loyalty a Little Bit Deeper
In the worlds of loyalty marketing and customer experience, there is great value in appealing to a broad range of people and preferences. But there is also considerable value in paying close attention to specific, specialized audiences as well.
In this issue of COLLOQUY magazine, we explore a variety of timely and relevant topics. One thread running through many of the articles is the concept of paying attention to a specialized audience. In our cover story, “Appetite for Wellness,” on page 20, we explore the ways grocers are folding nutrition and wellness into their loyalty programs and overall customer experience efforts to better appeal to shoppers who value those things. From on-staff dietitians to extra rewards for healthy behaviors, grocers are trying out tactics to appeal to this specific consumer segment, and our story looks at four trends to expect more of in 2017.
Elsewhere in this issue, we take a look at customer perceptions about how companies use their personal data in the infographic “It’s My Data and I’ll Share if I Want To,” on page 10. A recent consumer-sentiment study by LoyaltyOne found that people feel more positive about how their information is used than they have over the past couple of years. That’s no cause for celebration, though: Among other revelations, a whopping 75% of those surveyed still say companies use their personal data for the corporation’s benefit.
We also explore targeted needs in two articles by guest writers. Epsilon’s Jeff Kindle and Kelly Hlavinka take a look at the case for multi-tender loyalty strategies in “Creating Loyalty That Pays,” on page 24. And Theresa McEndree of Blackhawk Engagement Solutions takes a look at an often underused aspect of loyalty programs in “Let Gift Cards Do Some Heavy Lifting,” on page 32. Gift cards aren’t often a mainstay of loyalty programs, McEndree says, but they can add profits, yield greater customer data and prompt return visits – for relatively little cost.
We hope you enjoy this issue of COLLOQUY and find in its pages inspiration to make your loyalty and customer engagement better and more effective – both in your broadscale efforts and your targeted, laser-focused campaigns.