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Retail Merchandiser: understanding the 'three Cs' of successfully unlocking retail loyalty

Retailers understand that loyalty programs are crucial to their success, not only in terms of generating incremental purchases but for better understanding their customer behaviors, preferences and motivations. But what makes a loyalty program effective? Are there key pillars retailers must embrace to get loyalty right? And what happens when consumers – and the retail landscape itself – starts to evolve?

By Anthony Stevenson
 
Retailers understand that loyalty programs are crucial to their success, not only in terms of generating incremental purchases but for better understanding their customer behaviors, preferences and motivations. But what makes a loyalty program effective? Are there key pillars retailers must embrace to get loyalty right? And what happens when consumers – and the retail landscape itself – starts to evolve?
 
Even in a shifting environment, there are bedrock principles on which retailers can build a successful loyalty program. We call them the “three Cs” of loyalty: customers, content and connection. But before applying these three principles, it’s critical to look at the challenges facing retailers, particularly with respect to loyalty.

Read the rest of Anthony's article on Retail Merchandiser here in which he explores the solid foundations for loyalty program success: Customers, Content and Connection.