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It’s time to upgrade your loyalty strategy

I’ve recently had a discussion with one of our VPs on what loyalty is and should be, and unsurprisingly, we found the term ‘loyalty’ too broad to be defined. Should it be used as a tool to drive sales or should it be reward-based in exchange for consumers’ trust? Perhaps the complexity is enhanced when the people involved in the discussion is a marketer and the other with an engineer background tasked with designing a loyalty concept.

The consensus is that an ideal loyalty strategy involves consumer ...

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