The fact that consumers are placing a lot more value on their overall shopping experiences, rather than physical items or mere commodities, opens up some very interesting opportunities. An example is the whole area of personalisation and customisation, which is extremely successful in loyalty campaigns we have run, through targeted direct mail and EPOS driven email newsletters.
Loyalty allows us to understand what our customer wants and needs, loyalty strategy connects the customer to the communication we send them. Loyalty fatigue is a new dawn and because customers are very in tune with the level of data we can collect on them they are tuned off by irrelevant communications – either by the wrong time or information.
Irrelevancy creates lower ROI and increases wastage of resource (both physical and financial).
