In a crowded retail industry, brands are constantly seeking a competitive edge. For most retailers, this entails trying to figure out how they can better understand their customers, create more opportunities to engage and keep their brand top of consumers’ minds. Many are turning to their loyalty strategy and examining ways they can leverage their program to create a better customer experience.
Evidence of this trend can be found in the recent wave of loyalty program consolidations, and in even more brands bringing their programs in-house. Pursuing this approach means retailers can create a consistent loyalty program experience across multiple banners, and more effectively track their customers’ behaviors in store and online.