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Future of Retail — Omnichannel


issue 03


their bottom line - hard. The other sticking point for many loyalty


programmes is customer experience. CX is one of the industry’s favourite talking points at the moment - it’s a much more profitable source of competitive advantage than price, and it turns out customers are willing to pay more for exceptional experiences. But traditional loyalty programmes tend


to suffer from poor customer experience. Points mechanisms are confusing. Rewards are difficult to earn and redeem, and hardly worth the effort. Most programmes are still card- based, with little digital integration. Traditional loyalty programmes are not made for the modern consumer.


THE NEW ERA OF LOYALTY That’s not to say that loyalty programmes should be abandoned altogether. But they need a serious update - both to remain relevant to the consumer and to drive profit for the brand. True emotional loyalty is about more than


the ability to earn points; it’s about building a connection between the retailer and the customer. This “new loyalty” requires two things:


1. A personalised, frictionless, omnichannel rewards programme


2. A memorable, engaging customer experience that builds emotional connections at every stage of the customer journey


A great rewards programme and a great customer experience - many retailers find themselves chasing one or the other. But to succeed in the new era of loyalty, brands must find a way to have both.


NEW LOYALTY IS RELEVANT - EVERYWHERE Customers are beginning to expect an omnichannel retail experience, and loyalty programmes are not exempt. A recent study from Nielsen found that 81% of consumers want to earn rewards for purchases made on digital channels, as well as offline.


Modern loyalty programmes must be personalised, frictionless and accessible at every touch point to create an engaging experience.


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