If our company was a tree, loyalty marketing would be the roots. Whether you're looking to improve customer experience, increase lifetime value or retention rates, create better business economics, or differentiate your brand or product, loyalty marketing will forever support and nurture these goals.
Crucial to any loyalty marketing effort, is the need to know your customer. Through collecting and studying the data, you’ll be able to implement the right strategy for your brand and your customers. This could be something as traditional as building a loyalty program or something more revolutionary, like creating a seamless customer experience. At its core, loyalty marketing is about meeting—and then exceeding—customer needs. To do this, you need to put your customer at the center of your business.
As more companies adopt a customer-centric approach, the concept of loyalty marketing becomes less of a theory and more of a fundamental. At rDialogue, we look forward to the day that loyalty marketing is the foundation of all companies—and not just our own.
Loyalty 3.0 — The Future is Now
rDialogue Loyalty Marketing Content
Jeff Bezos’ Letter to Shareholders: 100 Million Reasons Amazon Matters to Your Brand, and Your Customers - April 23, 2018 - Last week Amazon released Jeff Bezos’ letter to shareholders and for the first time announced the size of its Prime membership.
Flying High: Trying out Delta’s Gold Medallion - March 13, 2018 - Delta provides a textbook example of how rDialogue defines loyalty marketing: paying attention to the consumer and acting accordingly.
Saving Time During the Most Wonderful Time of the Year - November 22, 2017 - Time. It's arguably the most valuable asset any of us have, and we're constantly seeking ways to get the most out of how little we have.
In a loyalty 3.0 world, if you sponsor it… will they come? - May 24, 2017 - Here, we focus on the name on the side(s) of the ball park: SunTrust, along with the broader topic of sponsorships and activation of those sponsorships, with a loyalty 3.0 filter.
Evolve or Die: What other industries can learn from hospitality loyalty - April 6, 2017 - Today, the hospitality landscape is evolving from mergers and acquisitions and, as a result, brands are being forced to realign their hotel loyalty programs.
If you build it, they will come - March 30, 2017 - Over the last couple of years at rDialogue, I’ve seen how technology can be used to create a better customer experience. And, nothing combines these two things better than the rapid adoption of technology in stadiums.
Loyalty Marketing in a Trumpian World - February 10, 2017 - CEOs are declaring their support for, or opposition to, President Trump and his policies. In our always on, tweet-of-the-moment world, we are seeing brands and their leaders pick sides.
A New Media Company Provides a Textbook Lesson in Loyalty Marketing - January 10, 2017 - There is no shortage of challenges for those in the media business. From a loyalty marketing strategy lens, it’s noteworthy when a newcomer not only has a proven track record but also an antidote.
Looking Ahead After Looking Back: Effective Loyalty Programs - January 2, 2017 - Readers of this blog know that rDialogue has for a decade counseled and supported our clients to put customers at the center of their marketing strategy. Over the past year, we saw some significant third-party, independent research that has more than validated our long held views.
35+27+10 = 3.0r - October 25, 2016 - Thirty-five years ago, American Airlines launched AAdvantage and the era of modern loyalty marketing began. Loyalty 1.0, in Y2K speak. The difference then was relationship marketing.
Content is the King - September 29, 2016 - Relevance is a big part of who we are and what we do; hence our name, Relevant Dialogue. The idea of relevant content is one that can be found in everything we’ve done from 2006 until now.
Customization of Loyalty Marketing Plans - August 4, 2016 - Here at rD, we always have and will continue to look for brands that are willing to be leaders and push beyond the traditional loyalty program. This post is more relevant now than ever before.
Chipotle Loyalty Program: it's more than free burritos - May 10, 2016 - Chipotle: a leader in fast casual dining, known for its commitment to freshness, quality, sustainability and corporate transparency, until the company with cult-like brand loyalty and through-the-roof sales was knocked off its pedestal after a series of E. coli and norovirus outbreaks.
“But why do you need all that customer loyalty data?" - December 18, 2015 - Depending on customer frequency and average order value, the program probably needs a large amount of new customers (and customer loyalty data) in the funnel to be sustainable and profitable.
Customer Experience Is the New Loyalty. Or Vice-Versa? Or Both? - October 29, 2015 - Customer experience, like customer engagement, is a term that defines the white-hot space right now for marketers, much like CRM was in the late 1990s and early 2000s. But things are different now.
Talkin' about my generation → Loyalty Marketing to Millennials - July 31, 2015 - Gen Y. Echo Boomers. Millennials. We’ve all heard of them, read the reports about their growing influence and buying power, and have met, at the very least, one of them. For marketers, “millennial” is the latest and most popular in a series of buzzwords.
Building Customer Loyalty: I’m Ready for a Change - May 22, 2015 Today's environment has changed. It’s no longer about customers being loyal to brands; it’s about brands being loyal to customers. If you really want to get your customers’ attention−consistently−you need to cut through the noise.
Connecting Fans to Brands through Customer Loyalty in Sports - February 27, 2015 - A diehard sports fan is a unique beast, and one in which his behavior doesn’t mirror that of a traditional customer because a deep passion and unmatched level of engagement exists. As an example, my love and hate for my favorite retailer doesn’t fluctuate by day.
Loyalty360 Thought Leadership Video - February 26, 2015 - Recently we had a discussion with Loyalty360 on the state of loyalty and customer experience. Check out the video and let us know where you think loyalty is heading.
The Benefits of Customer Loyalty is Very Much Alive - February 6, 2015 - Loyalty marketing has moved to the forefront over the past few years. However, there is still enormous upside in terms of creating meaningful relationships.
November Relevant Reads: Loyalty Marketing Articles - November 23, 2014 - At rDialogue, we like to share our favorite loyalty marketing articles with each other--and we'd love to share them with you too. Here are some of our favorite reads.
Creating Customer Loyalty from an Empty-Nester - November 20, 2014 - Times, they are a changin’. Certainly an old adage, but holds true as we move into different lifecycle stages. From young adult, parent and ultimately empty-nester, I’ve realized how our needs as consumers change and evolve.
October Relevant Reads: Loyalty Marketing Content - December 23, 2014 - At rDialogue, we like to share our favorite articles focused on loyalty marketing content with each other--and we'd love to share them with you too. Here are some of our favorite reads.
Back-to-school Season: A Stressful Time for Many Retail Loyalty Programs - September 5, 2014 - The collective purchasing power of college students and their families constitute a significant portion of revenue for retailers and online merchants. Retailers are making strides to build and sustain loyal relationships with their customers.
Effective Loyalty Programs are Founded on Customer Experience - June 10, 2014 - rDialogue recently attended CRMC in Chicago along with a number of clients and industry friends. We had two fundamental takeaways, both reinforcing what we have been promoting for some time.
Customer Loyalty Marketing is at the Forefront - April 15, 2014 - CMOs and other marketing leaders are finally becoming more accountable, working with CFOs and CIOs to deliver more of what is expected by CEOs and boards: profitable growth.
The Changing Nature of Loyalty Marketing - July 15, 2013 - We recently attended CRMC in Chicago and were struck by how the conversation has shifted on a number of fronts. There was increased discussion around the importance and usage of non-points-based loyalty programs and benefits.
The Right Focus at Loyalty Expo - May 20, 2013 - We just returned from a very successful three days in Orlando at this year’s Loyalty Expo – and would like to send a special thanks to Kimpton Hotels and Restaurants and Citi Retail Services for participating in great presentations with us.
Target's Loyalty Card Marketing Experience Falls Short - April 18, 2013 - Target’s smart branding, partnerships, apps, and merchandising set the bar high for other retailers. It brings low-cost retail to market in a way that makes the shopper enjoy buying and engaging with the brand.
How to Gain the Loyalty of Millennials - March 14, 2013 - Retailers are scrambling to secure the loyalty of the tech-savvy and fast-paced Millenial crowd, which spends $600 billion a year. But many retail card providers are falling behind.
Retail Outlets and Retail Customer Loyalty - November 5, 2012 - Retail customer loyalty outlets are re-emerging with prominent retail customer loyalty strategies, with retailers from Nordstrom to Gap investing in and expanding their off-price strategy.
Making the Case for Loyalty Marketing Strategy to Senior Management - October 1, 2012 - Phil Rubin’s Q&A in Loyalty Management Magazine addresses the key points you need to know when Making the Case for Loyalty Marketing Strategy to Senior Management.
Your Brand’s Super Powers – Data & Data-driven Marketing - July 23, 2012 - Data is a pretty powerful concept. You could say it’s every brand’s hidden super power. Yet, there’s so much talk about the power of data, but in reality, there isn’t a lot of actual “doing”.
Social Gaming in Unpublished Loyalty Programs - July 16, 2012 - Panera recently rolled out a new social game called Eat Smarts. This is a great example of how game mechanics can be integrated into a loyalty program and brings to light several of the benefits of unpublished loyalty programs.
The Revolution Will Not Be Televised: Loyalty Marketing Needs to Grow Up - May 28, 2012 - Recently, I attended two important Loyalty Marketing conferences: Loyalty in Berlin and Loyalty Expo in Orlando. Both were well attended, yet both echoed a familiar and similarly disappointing theme.
Amazon.com: A+ for Engendering Customer Loyalty via Customer Centricity - April 4, 2012 - Our own Phil Rubin is a strong advocate for Amazon as evidenced by his numerous mentions and posts. His passion for this brand sparked an interest in me, and as a new Amazon customer, I wanted to share my perspective.
American Express Loyalty Program Made the Routine Exceptional - November 29, 2011 - It started with a failed card swipe and ended with what this cardholder thought was a superbly developed and executed customer service experience.
Burberry's Digital Marketing Strategy Paves the Way for Engaging Customers - November 14, 2011 - Preserving prestige is what sets brands such as Burberry and Hermes apart from Gap and H&M, but that same elitism has previously kept certain luxury brands from engaging in the digital space/social media.
From Microsoft to Jewel-Osco: How Companies are Leveraging Deal Vendors - October 4, 2011 - Consumers do not want to sort through the 6-10 different emails they are receiving daily from all of the deal vendors sites they’ve signed up for, so Microsoft has come up with a convenient solution for these users.
The Gamification of Loyalty - September 2, 2011 - What is gamification of loyalty? In practice, it looks like badges, leaderboards and achievement levels, but in theory, loyalty gamification uses a human being's innate love of playing games to encourage a certain behavior.
Many Happy Returns - July 22, 2011 - Birthday gifts have become a common element of loyalty programs. Sometimes this specific benefit is clearly stated upfront. Other times, it is deliberately not – thus leaving an element of surprise.
Tiered Loyalty Program Is Fundamental - July 11, 2011 - RetailWire wrote about Safeway Canada's Safeway Club Elite Customer program and we see that as a great illustration of one of the fundamental tenets of loyalty: that not all customers are created equal.
Will Loyalty Marketing Age Like a Fine Bordeaux or a Cheap Rosé? - June 3, 2011 - Even though the first modern loyalty program, American AAdvantage launched 30 years ago, loyalty marketing is only in its infancy and even after three decades it’s not always practiced in a strategic manner.
The Best Loyalty "Program" In the World? Or The Best Loyalty Marketer? - March 18, 2011 - We are often asked about who has the best loyalty program. It's a good question but not necessarily the right one, given our view that loyalty marketing is about much more than programs.
Citi Retail Partner Cards to Provide Differentiating Loyalty Solutions with rDialogue - November 14, 2010 - Citi Retail Partner Cards announced today it has entered into an agreement with rDialogue, a leading customer loyalty and relationship marketing firm, to provide customized end-to-end loyalty solutions to its retail partners.
The Customer Loyalty Lesson from the Toyota Recalls - February 17, 2010 - In the wake of Toyota's high-profile recalls, it is an opportune moment to recognize that every company's crisis communications plan should include timely contact directly with customers.
State of the Loyalty Marketing Industry - August 20, 2009 - We recently published our perspective on the current state loyalty marketing industry for Loyalty 360. Based on the very supportive feedback we wanted to share it here as well.
The Emperor Now Has Clothes - February 17, 2008 - For too long, America’s leading retailers and the investment analysts who track them have held “Comp Sales” as a sacrosanct measurement of performance. The number is expressed as the percentage change in revenue.