---
title: "Adweek: Why Retailers Are Trading Points for Experiences When it Comes to Loyalty"
url: https://burnaze.com/article/8a8fa5ed-6117-439c-9545-09bc3f7b2194
source: "1851 Franchise"
original_url: https://1851franchise.com/adweek-why-retailers-are-trading-points-for-experiences-when-it-comes-to-loyalty-2706405
category: "Retail"
industry: "Retail"
topics: ["Marketing"]
published: 2018-04-30T18:13:27.000Z
modified: 2026-11-01T02:31:54.315Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/5f8d3869689ee531aaf763811b6af4274270.jpg
---

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

**TL;DR:** Retailers are shifting their loyalty programs from points to experiences to establish better consumer relationships. Brands like Amazon are introducing faster shipping and more convenient services to move the brand loyalty movement forward.

*originally published in 1851 Franchise on 2018-04-30. [Read the original](https://1851franchise.com/adweek-why-retailers-are-trading-points-for-experiences-when-it-comes-to-loyalty-2706405).*

## Story

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.

## Entities

- 1851 Franchise (publication)
- Retail (sector)
- Amazon (company)
- customer experience (topic)
- loyalty programs (topic)
- retail trends (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/adweek-why-retailers-are-trading-points-for-experiences-when-it-comes-to-loyalty-2706405). Summarized by Burnaze (https://burnaze.com/article/8a8fa5ed-6117-439c-9545-09bc3f7b2194).