Loyalty Programs

Let’s face it: Traditional loyalty programs were designed for another age and now they’re necessarily evolving as brands recognize the need for innovative strategies to capture and keep consumers' hearts. The shift towards "surprise and delight tactics" on social media is becoming increasingly crucial in building solid customer relationships and fostering brand association — and…

Customer loyalty, like many aspects of commerce, has undergone a major transformation since 2020 — away from transactional benefits and toward enriched experiences. Before the onset of the pandemic, points redemption and “buy some get some” loyalty models were already losing out to value-focused loyalty offerings like subscriptions, design services, and member pricing that are…

Effective Feb. 1, Ikea loyalty customers will no longer receive 5 percent off on furniture and decor they purchase in-store, the company said in a press release. The discount was originally offered as part of Ikea's Family loyalty program, which gave customers exclusive officers, discounts on some delivery options, and a free hot drink at…

Loyalty is big business. In the U.S., research has shown that there are over 3.3 billion loyalty memberships. Programs span across almost all markets, from supermarkets and restaurants to beauty and hospitality. For organizations, a loyalty program that resonates with consumers can set them apart from competitors. Last year, for example, Starbucks told investors that…

In episode 418 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Lyndsie Adams, former vice president of CRM and loyalty marketing, and James Nelson, director of marketing analytics at Life Time, a chain of athletic clubs in the United States and Canada. Listen in as Adams and Nelson discuss what omnichannel personalization looks like at…

In episode 417 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Thomas Kirk, global loyalty strategy director, and Claudio Corti, global membership strategy senior manager at Adidas, the second largest sportswear manufacturer in the world. Listen in as Kirk and Corti discuss how Adidas collects customer feedback around its adiClub loyalty program (1:35) and how adapting…

In episode 416 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Deanna Hernandez, senior manager of digital offers and loyalty at McDonald's, the leading global foodservice retailer. Hernandez discusses her role and responsibilities (0:43), how McDonald's is evolving to match consumers' changing digital behaviors (1:40), and how digital engagement results in more loyal customers for…

Grocery loyalty programs enjoy widespread popularity. Our recent survey and report, Grocery’s Great Loyalty Opportunity, found that 70 percent of North Americans belong to at least one. And amid rising food costs, they’ve become more popular as consumers seek value (73 percent) and discounts (62 percent) from brands. Shoppers also have firm preferences about how to…

In episode 414 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Valerie Grant, lifecycle marketing manager at Kroger, an American grocer operating a variety of banner names. Grant discusses her role leading engagement and retention membership marketing (0:45), how Kroger differentiates its approach between brand and lifecycle marketing (1:45), and the importance of agile, sustainable marketing…

Global health and wellness company GNC recently launched its free supplemental health care service, GNC Health. In this video interview, Editor-in-Chief Joe Keenan speaks with Allison Bentley, senior director of strategic initiatives at GNC, to learn more about the program. Bentley discusses why the company added GNC Health as a benefit to its GNC PRO Access membership, how the program…