Made-to-order Loyalty

RETAILTECH
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Routes brands can take to build rapport with customers

Launching and maintaining a loyalty program can be capital-intensive and time-consuming, but the rewards can be equally great. Loyalty programs can augment the retail experience when accessible across multiple touchpoints. A new report by business intelligence firm L2 showed that brands are leaning more heavily on digital interactivity to promote loyalty programs.

Lululemon demonstrates that brands can emulate loyalty program elements without requiring additional information outside account signup. The brand gamifies the signup process by encouraging customers to insert data in exchange for a personalized site experience. Similarly, through gamification of loyalty, Uniqlo effectively promotes its app and drives both app downloads and account signups. Through an on-site guide, the brand makes it feasible for everyone to participate in games for offers, making loyalty interactive while incentivizing additional purchases. In addition to such practices, leading brands also integrate loyalty-specific app features like digital loyalty cards and capitalize on individual user preferences to power app personalization and create meaningful interactions with consumers. 

L2 also pointed out that as brands consider these new strategies to enhance customer experience, data transparency must also be top-of-mind. More than ever, consumers are demanding transparency from brands that offer tailored services in exchange for their data.

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