Loyalty Program Trends 2020 – Get ahead of the crowd

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Loyalty Program Trends

Loyalty Program Trends 2020 – Get ahead of the crowd

1.Omnichannel Programs Are Key

More and more brands are adopting omnichannel-based loyalty programs, which are proving to be very effective.

Omnichannel loyalty is delivered using integrated loyalty software. It connects customers to a brand across all touchpoints seamlessly and provides members with the opportunity to be rewarded for spend and engagement across all channels.

Furthermore, omnichannel data capture helps brands drive personalised communications and better customer experiences.

Brands are now not only rewarding customers for spending with them but for sharing content on social media and referring friends.

These activities keep members engaged and informed about the brand and help promote the brand benefits to a wider audience, turning members into brand advocates.

2. Personalisation is Key

The data suggests that consumers have a high expectation that when personal data is shared, it will be used to make a much better and more personalised experience for them.

According to the Bond Brand Loyalty Report, more than 90% of brands loyalty programs collect first names but only just over half use them. Personalisation is key to showing a customer that they are valued and respected by the brand.

8 in 10 program members want more of their data to be used to improve personalisation. It also encourages the customer to become a brand advocate, ensuring greater organic reach and easier customer acquisition.

3. Partnerships have increased

2016 saw brand partnerships take centre stage as a strategy for growth. Now we’re seeing an increasing number of brands seek out strategic partners to stay ahead of the competition.

Partnerships help brands extend additional value beyond what they provide alone. Whether for a loyalty campaign or an evergreen program, the right partnership provides new and exciting ways to reward customers which will drive sales and loyalty.

Partnerships extend the reach for both brands and connect them to potential new customers.

4. Social Responsibility

Today’s consumers have growing expectations for companies to act responsibly—and they are rewarding companies whose services and products are both good for them and good for society.

They also have a better understanding of their ability to make a positive impact through their purchase behaviour.

The Millennial generation in particular—the fastest-growing force in the marketplace and expected to control 24 trillion dollars of wealth by 2020—is highly motivated to associate with companies that are aligned with their values and authentically “walk the talk” of their higher purpose.

According to Horizon Media’s Finger on the Pulse study, more than eight in ten Millennials expect companies to make a public commitment to good corporate citizenship.


Chatbot technology is gaining a lot of interest, with plenty of companies investing. It’s expected that chatbots will soon become mainstream to maintain strong and efficient customer engagement.

In fact, by 2020, customers are expected to manage 85 per cent of their relationships with enterprises without interacting with a human.

Though not a replacement for human interaction, chatbots are most effective in situations where a customer is trying to resolve common issues, such as placing an order.

Chatbots relieve the need for customers to visit a company website, call or visit a store in person.

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