So many of us are longing for that next travel adventure, wherever in the world that might be. We have been cooped up at home for so long and are ready to travel and share those experiences with friends and family.
As you think about where you want to go next, consider what airline you’d fly, or hotel you’d stay in, or website you’d use to book a holiday — what makes you think of those brands? One reason might be accessibility or convenience; another could be your loyalty to a brand due to their superior products or services and the experiences they provide.
Customer loyalty keeps us hanging on
Now more than ever, customer loyalty is essential. Despite not having face-to-face time in a store, restaurant, airport, stadium, or other venues where engagement and transactions historically took place, brands must understand who their customers are, anticipate what they are likely to do, and stand out in a crowded digital landscape.
And customer expectations are changing. They expect to be known, valued and appreciated, and have their privacy respected, which is a delicate balance for marketers. Additionally, customers expect brand experiences that are as unique as they are.
Traditional loyalty program tactics like offers, rewards, and discounts are table stakes for consumers. To stand out and earn loyalty, brands now must focus on customer engagement and experience.
To do so requires a modern loyalty program that goes beyond traditional offers and promotions to one that personalizes experiences every time a customer engages. To stand out, experiences must be meaningful and make a connection. For this to happen, a marketer must listen to customers across all touchpoints, recognize signals, make decisions in real-time,
A modern loyalty program can yield measurable outcomes, which goes beyond loyalty and includes increased spending, brand advocacy, and the consumer willing to pay more for a product or service as long as they get the same quality product, service, and experience they love.
The Signals 20 lineup for week three
Between the Data-Driven Engagement and Personalization weeks of Signals 20 is the Omnichannel Loyalty week — which runs from October 27-29 and you don’t want to miss. During the week, the content will be focused on marketers who want to provide a seamless customer journey that rewards behavior as well as transactions to foster emotional loyalty.
First, we will sit down with Emily Collins, a Forrester Analyst, Interim Research Director, and leader in the loyalty space. In this session, you’ll hear from Emily about the loyalty maturity curve, core competencies for a loyalty program, and the intersection of personalization and loyalty. It’s an expert session in loyalty you won’t want to miss.
Then we’ll chat with Andras Szocs, Senior Director and Head of Customer Programs and Center of Excellence at Salling Group, who explains how their data-driven loyalty strategy leverages customer data to create unique, personalized offers, which results in a significant increase in revenue and engagement. Salling Group is the biggest retailer in Denmark and, as of this summer, launched a massively popular loyalty app. Andras is a rockstar in digital transformation and will share the must-have components when considering your digital acceleration project.
Then learn tips and tricks on loyalty from the experts, where we’ll explore what it means to have a loyalty program that goes beyond just rewarding spending. We will dig into what a best-in-class loyalty program looks like and how Cheetah Digital is the ideal partner to help brands create a winning program or invigorate their existing underachieving program to achieve marketing and loyalty and organizational goals.
The next session will focus on the Travel and Hospitality industry, which is feeling the impact of current events as much as any industry. In this session, hear from two travel and hospitality brands that will discuss staying strong in a year of unpredictability and reflect on thriving in an unknowable future.
Lastly, hear from one of my favorite brands, Vans, where Frank Nuemann, Senior Director of Consumer Lifecycle Management, explains what makes the Vans Family unique and how they drive impressive registrations into the tens of millions, and the impact on the revenue they see from the registered audience. This is a must-watch session that will inspire any brand marketer, regardless of industry.
We’re looking forward to helping you grow your customer loyalty with this content! Check out the agenda to sign up for Omnichannel Loyalty sessions, as well as revisit some of the fantastic content from previous Signals 20 tracks.
Bruce is Senior Director of Product Marketing at Cheetah Digital. He focuses on the go-to-market strategies for solutions within the Cheetah Digital Customer Engagement Suite, as well as creating and delivering thought leadership at industry events. Before joining Cheetah Digital, Bruce worked at Adobe for over five years as a Group Product Marketing Manager supporting the Adobe Experience Cloud. Bruce lives in Bozeman, MT, with his wife and three children.