The integration of loyalty programs with payment schemes has been shown to be a winning combination in the quick service restaurant and coffee shop avenues, but has proven trickier in other venues. The article takes a closer look at how various technologies are making the management of these programs more efficient and allowing for personalized offers and a targeted messaging to create an aura of understanding the preferences and needs of the individual consumer. The author cuts to the core of the aim saying:
Loyalty programs are about rewarding your superusers. (And creating more superusers!) What better way to build stronger connections with this audience than with a program designed to serve them when and how they want?
Combining the tools and engagement avenues to add appeal to consumers and keep a brand in the forefront is not a new strategy by any means, but the instantaneous nature of communications technology certainly puts a fair amount control on when and how to touch clients in the hands of merchants. How small business will be able to adapt to and integrate these tools and strategies will be a value add for their payment services providers.
Overview by Joseph Walent, Associate Director, Customer Interactions Advisory Service at Mercator Advisory Group
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