Ryan Kite-Hedges shares how to add value to loyalty programs
In a recent article with The Marketing Insider, tms’ SVP of Strategy & Experience, Ryan Kite-Hedges, delves into how brands can evolve their loyalty programs to build stronger customer relationships and move away from the transactional feel of traditional point-based reward systems.
Ryan emphasizes that by focusing on customer behavior and preferences, brands can develop loyalty programs that drive engagement and build lasting relationships.
“Brands tout rewards and access for purchases, with points as the most frequent digital currency. This value exchange creates a transactional feeling to what should be a relationship building attachment between customer and brand,” said Ryan Kite-Hedges SVP, Strategy & Experience
Ryan discusses several methods that focus on adding real value to customers, such as rewarding frequency over spending, creating moments of surprise-and-delight , and forming meaningful brand partnerships.
These programs keep customer behavior top of mind, while avoiding the trap of pushing alternative currencies that can have declining value over time. Customers want to know a simple way to benefit from their loyalty.
Read the full article.
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