Brands Need to Diversify Their Loyalty Strategy or Risk Being Left Behind

Brands Need to Diversify Their Loyalty Strategy or Risk Being Left Behind

How to create stronger connections with loyalty members

Discounts and free shipping are nice perks, but today's consumers want a higher level of service when they join loyalty programs. eMarketer's Patricia Orsini spoke with Michela Baxter, senior director of loyalty at digital marketing agency HelloWorld, about how brands can move away from the old notions of loyalty and offer the relevant, personalized experiences that consumers expect from brands. Baxter was interviewed as part of eMarketer's July report, "Loyalty Marketing: Data Fuels Personalization Strategies and Better User Experiences."

eMarketer:

Loyalty programs have traditionally been about giving the consumer a discount in exchange for their personal data, but how are they evolving?

Interview conducted on May 15, 2018