A report by Capgemini published today (26 March) highlights that only 11% of loyalty programmes offer personalised rewards based on a digital presence such as a customer’s purchase history or location data.
Similarly 79% of loyalty programmes use a mobile channel for loyalty schemes, but only 24% allow redemption through it.
Brands are failing to create loyalty programmes for activities that encourage consumers to take online surveys and review establishments, as well as refer friends to a programme, according to Capgemini.
Mark Taylor, global lead for customer experience transformation at Capgemini explains: “Brands need to revisit their approach to loyalty. For us the Read full story ›
Source: Marketing Week
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