THE STATE OF THE INDUSTRY

What are we seeing at Loyalty 360?

1. We see an increased interest in the best practices of loyalty, incentive and reward, and engagement marketing. People are continuously looking for more information and solutions.
2. Organizations want to do more with less, and they want actionable metrics they can believe in. They want a true clearinghouse.
3. People are very willing to suggest areas for improvement in the association, and we are trying to incorporate this feedback.
4. Many are suspicious of the “voice of the customer.” Although businesses want to get more involved in social media and empower their customers, they do not have the internal champions or individuals who have an implicit understanding of how to leverage these technologies.
5. We see vendors who are seeking solutions for marketing problems, and feel that a more efficient user of best practice loyalty applications can help them achieve their goals.
6. We also see suspicions from the end-users (the airlines, the hotels, the merchants) that they feel their vendors may not actually be “listening” to them. They often feel pigeon holed into programs that although may have worked in the past, may not be relevant, timely, or insightful now.
7. We see an increased interest in new technologies, new analytics (promotion and behavioral optimization), and relevant case studies.
8. We see an interest in “cross industry councils” that will allow someone from Delta to sit on a council and speak to someone from Hyatt, 7-11, Home Depot, Kroger’s, or CVS about the relevant challenges and opportunities in their loyalty / engagement marketing arenas.
9. We see those who have launched loyalty / engagement marketing programs realize that their first version may not work as well as they had planned after six to 12 months; they now realize that loyalty / engagement marketing programs are not a destination, but a journey of continual improvement, and need help with that improvement.
10. Organizations are asking what data elements should be used to drive a more impactful creative piece or should the creative stand alone? When should they engage a loyalty consultant in addition to a creative company to get the most effective program both short and long term?
11. We see a willingness to share, to interact, and to learn.

What Are You Seeing?
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