you a member of our loyalty program?”
Getting to the checkout without hearing that phrase is a
modern feat of humankind. Retailers, financial services, and expanding sectors
like drugstores and restaurants know that loyalty membership programs are one
of the easiest ways to get individual data on shoppers while enhancing the
brand-to-consumer relationship. But when shoppers are asked (and asked, and
asked again), they often can’t see the forest for the trees—that a loyalty
program is an opportunity for consumers themselves to customize a relationship
The average number of loyalty programs per US household has
grown to 29, based on data gathered by Colloquy.
That same loyalty data shows that only 42 percent of those memberships are
currently active. Just imagine what advantages consumers are missing out on when
over half of their memberships are disused. Enrollment doesn’t necessarily mean
To encourage customers to join the conversation, utilizing a
preference management center for users is the best way to improve engagement.
Preference management, the active collection, maintenance and
distribution of unique consumer characteristics, such as product interest,
communication channel preference and frequency of communication, is the ideal way
to further involve customers who’ve already opted-in to receive brand news and
When customers join your loyalty
programs, they’ve already established that they like your brand and want to
create an affinity that goes both ways.
They’re waiting for you to start the conversation—have you yet?
Don’t leave yourself vulnerable to
inactive customers who relegate your brand to the unused half of their loyalty
memberships. Raise the profile of your brand, the affection of your customers
and the engagement of your most loyal consumers by giving them the tools to
communicate back to you.
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores last summer. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.
Labels: brand-to-consumer, colloquy, engagement, enrollment, eric holtzclaw, loyalty, loyalty membership, loyalty program, preference management center, shoppers