Adweek: Why Retailers Are Trading Points for Experiences When it Comes to Loyalty

Brands like Amazon are moving the brand loyalty movement forward by introducing faster shipping and more convenient services. However, as a recent article in Adweek notes, loyalty programs are increasingly relying on on personalized services and early or exclusive access to products in order to establish a better experience for consumers.

Marissa Tarleton, CMP of RetailMeNot, told Adweek in an interview, “Loyalty for most brands is about frequency and retaining users long term.” She continued, saying, “I think smart brands will think about ways to capitalize on the relationship opportunity to drive loyalty.”

The idea of companies going beyond a product and creating an experience is nothing new, but it’s something that’s becoming more necessary as brands try to distinguish themselves in a competitive marketplace. Retailers both in and outside of the franchising industry also have the opportunity to tie data into their loyalty programs, which in turn helps them further personalize brand experiences for the customer.