Perks and gifting go beyond the screen as a backlash to digitization
Implications - The majority of loyalty programs exist solely in a digital context, catering to convenience and mobility. Shifting part of the loyalty experience to a real-life platform adds an element of authenticity and interactivity to the process. This encourages more intimate product-consumer relationships, while humanizing the brand.
Workshop Question - What could you do to further humanize your brand?
Trend Themes
1. Offline Loyalty Programs - Physical loyalty programs are becoming more popular as they add authenticity and interactivity to the loyalty experience, encouraging stronger consumer-brand relationships.
2. Experience-based Rewards Programs - The rise of loyalty programs that reward consumers with experiences, events, and auctions signifies a shift towards activity-enhancing models of incentivization.
3. Mobile App-based Loyalty - More businesses are using mobile apps to stay connected with loyal customers, providing access to exclusive deals, information about upcoming events, and locations of physical stores or trucks.
Industry Implications
1. Retail - Loyalty programs that blend physical and digital experiences are becoming essential in a retail environment.
2. Hospitality and Travel - Loyalty programs that reward experiences, such as exclusive stays, curated trips, and event access are becoming increasingly popular as brands seek to engage customers beyond basic point accrual.
3. Entertainment and Food - Use of technologies like food slot machines is disrupting traditional food service industries. There is a huge potential for brands to capitalize on experience-based incentives as a means to reward consumers and create brand loyalty through novel promotional campaigns beyond the scope of traditional retailer-customer relationships.
4 Featured, 36 Examples:
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Date Range:
Mar 17 — May 18
Trending:
Mild
Consumer Insight Topics:
