Key Trends
in Loyalty
Table of Contents
Introduction. ...........................................................................................01
Digital/Mobile Integration For Seamless
Customer Experiences.............................................................................02
A Holistic View of Customer Engagement:
Moving Beyond Points.............................................................................04
Bringing It All Together:
Big Data Means Big Insight......................................................................06
The Sharing (Digital) Economy:
Platforming Out.......................................................................................08
Some Final Thoughts................................................................................10
References..............................................................................................12
www.snipp.com
Key Trends in Loyalty
Introduction
Traditional loyalty programs are often met with derision, being perceived as clunky, card-based,
points-based relics and having little relevance in our increasingly paperless, intuitive, and appdriven world. Colloquy’s 2015 Loyalty census1 bears this notion out, revealing that although
loyalty memberships jumped 25.5% to 3.3 billion from 2012 to 2014, more than half of Americans
don’t even bother to participate in those memberships, much less become loyal, engaged and
enthusiastic program members. Deloitte’s customer survey2 further confirms this, revealing that
overall brand loyalty is declining, continuing a 3-year trend. Clearly, stale approaches dominated by
top-of-the-funnel3 activities that seem to run out of ideas beyond mere lead generation, are getting
resounding thumbs down by consumers who expect more.
The good news is that brands
are waking up and realizing that
Customer Experience is the new
battlefield. Across industries, high
levels of competition have eroded
traditional product and service
advantages, to the point where the
only differentiation that matters is
customer experience. According
to a 2014 Gartner survey4, “89%
of business leaders believed that
customer experience would be
their primary basis for competition
by 2016 versus 36% four years
ago.” Customer experience was the
top area of marketing technology
www.snipp.com
investment in 2014, and is expected
to lead innovation spending for
20155. Forward-thinking companies
will have to find additional ways to
make each customer’s experience
unique and memorable, engaging
them beyond the mere transaction.
One of the major areas that they’ll
be focusing on is loyalty programs
– but not the antiquated kinds
we’ve ignored thus far. As 2015 rolls
onward, we’ll notice that loyalty
initiatives trend towards being
more digitally integrated, holistic,
data-driven and collaborative.
89% of business leaders
believed that customer
experience would be their
primary basis for
competition by 2016 versus
36% four years ago.
Source: 4Gartner
01
Key Trends in Loyalty
1. Digital/Mobile Integration For Seamless
Customer Experiences
It seems trite to say that the Internet and Mobile have changed the way we as consumers shop and
interact with brands. We expect always-on, instantaneous access to every possible digital platform
as we browse, purchase and review products -- wherever we may be. Research also shows that
customers engaged across multiple channels spend substantially more than in-store only shoppers6.
When it comes to Loyalty programs, however, rarely do customers get an integrated experience.
79% of loyalty programs may use mobile platforms, but only 9% offer redemption options across
all channels. No surprise then that almost 90% of social media sentiment on loyalty programs was
negative7 across industries, with 85% of millennials – who are expected to spend more than $200
billion annually by 2017 – revealing particularly negative attitudes.
Going Mobile from Sign-up
to Sign-out: Completing
the Virtual Cycle
Brands are taking the staunch
negativity towards traditional
paper and card based programs
to heart, resulting in heavy digital
investments into the integration
of mobile into loyalty8, which has
been the single biggest trend
of last year, and is expected to
dominate this year and the next.
Digital integration would ultimately
allow consumers an unbroken
79% of Loyalty programs use
mobile platforms, but only
9% offer redemption options
across all channels.
79%
Source: 7Capgemini 2015
www.snipp.com
shopping and program-redemption
experience across mobile, website,
and social media platforms. With
the renewed interest in mobile
payment, along with a significant
increase in mobile commerce due in part to the introduction
of Apple Pay and Google Wallet
– the seamlessness is expected
to continue along every stage of
the retail and loyalty continuum,
including and especially postpurchase relationships with
consumers.
• Members of Sephora’s “Beauty
Insider” loyalty program can
sync their loyalty accounts
with Sephora’s mobile app, as
well as the Apple Passbook
mobile wallet. Using mobile
devices, customers can track
their purchases, view offers, and
redeem reward points on the
go. The strategy has worked.
Sephora’s Passbook users have
double the annual spends and
purchase twice as often as the
average Sephora customer9.
• “My Starbucks Rewards10”
program with the Starbucks
mobile payments app allows
consumers to earn and redeem
reward points directly from
mobile devices. The seamless
experience has accelerated
adoption of the app with over 8
million active members.
Mobile Receipt Processing
for Multi-Channel Brands
Most industries that lend themselves
to loyalty (e.g. ones with repeat
purchase potential) have been fairly
well saturated with loyalty programs
– with one glaring omission. Multichannel brands (e.g. CPG, OTC
pharmaceuticals, cosmetics) have
traditionally stayed away from
loyalty because of the difficulties in
validating and rewarding purchases
(since they typically do not own
the point of sale). However with
02
Key Trends in Loyalty
the advent of newer receipt-based
solutions (such as SnippCheck,
Snipp’s receipt processing solution),
the loyalty industry for brands
that “sit on shelf” will explode
exponentially in the next five
years, across category and size of
company. Large brands will reduce
their reliance on expensive “codeon-pack” programs and move to
receipt processing platforms layered
over loyalty card integrations where
available. Receipt processing also
significantly reduces the cost of
deploying loyalty programs; as a
result, brands that typically could
not or would not do loyalty given
the cost and complexity of codeon-pack and POS integrations can,
and will, experiment and implement
loyalty and loyalty-like programs.
Brands are taking the
staunch negativity towards
traditional paper and card
based programs to heart,
resulting in heavy digital
investments into the
integration of mobile into
loyalty, which has been the
single biggest trend of last
year, and is expected to
dominate this year and the
next.
Source: 8TIBCO
www.snipp.com
• Kellogg’s recently announced
that its Kellogg’s Family Rewards
program, one of the largest
multichannel brand loyalty
programs in the market, is
leveraging receipt processing and
load-to-card as alternatives to the
code-on-pack submission option
for consumers.
• Several brands, including
Healthy Choice, Smart Choice
and NicodermCQ, have started
experimenting with different
kinds of receipt-based loyaltylike programs. While not fullblown loyalty programs, these
programs are typically of an
extended duration, keep track
of multiple purchases and have
differentiated rewards.
Building a Smarter Brick &
Mortar
The era of the smart phone
has given way to smart homes,
smart cars, and now, smart
stores. The use of iBeacons and
Indoor Positioning Systems
has become a growing trend
in large retail stores, allowing
brands to directly customize
offers and messages based on
consumers’ exact locations, via
low energy Bluetooth signals.
According to Gartner11 , by 2020,
retail businesses that use targeted
messaging in combination with
indoor positioning systems will see
a 5% increase in sales. By 2017,
seven of the 10 largest retailers will
use indoor positioning systems,
combined with mobile apps, to
aid shoppers in quickly locating
departments and products.
For loyalty program members,
retail apps will be able to
go beyond even full-cycle
redemption options – they’ll
be able to help navigate us
through store aisles, alerting us
to deals and discounts, reward
in-store interactions, and bring
greater overall value to program
membership.
• Macy’s, the department store,
is personalizing its traditional
brick-and-mortar experience
by using iBeacons to send
push notifications to in-store
shoppers. The messages
instantly notify a loyalty program
member which of their favorites
are available in-store, and then
delivers customized discounts
on those items.
• Duane Reade12, New York City’s
dominant chain pharmacy
will now be utilizing iBeacon
to boost its customer loyalty
program – the microlocation
data will quickly check a
customer’s shopping history and
recommend items to purchase
based on that person’s precise
location within the store.
• Sephora, the cosmetics chain,
sends alerts and messages
to members who are in, or
nearby, a Sephora store through
an integration with Apple’s
Passbook platform.
03
Key Trends in Loyalty
2. A Holistic View of Customer Engagement:
Moving Beyond Points
It’s clear that we’re bored with listless points-based13 loyalty programs that take forever to see
returns, and even the usual frequency cards and buy-four/ get one free promotions. Savvy
consumers require a truly distinct loyalty proposition, in which membership and rewards are fully
integrated with the brand, and where they are recognized and treated individually. Increasingly savvy
brands are also recognizing that they need a more holistic portrait of brand engagement, one that
transcends just transactions and encompasses all brand interactions.
Branding the Relationship
Forward thinking brands are
focusing on developing a
360-degree relationship with
consumers that does not end
with a single transaction, and
has profound impact on customer
value. This means understanding
their needs, their lifestyles, and
in some cases, allowing short
term gains (sale of product) to
be trumped by the long-term
goal (enjoyment of the brand
experience), in order to really build
loyalty and commitment. Some
examples of how successful
companies are meeting customer
needs include:
• Supporting Customer Goals:
o Nike’s loyalty program,
although not formalized,
engages with its customers
holistically – they committed
to developing a deep
understanding of their
customer and how they went
about their fitness regimes, and
brought together a community
to compete or share their
www.snipp.com
fitness experiences. As a
result they’ve created a loyalty
program that has transcended
the transaction, and instilled
reciprocal commitment from
their customers.
Savvy consumers
require a truly distinct
loyalty proposition, in
which membership and
rewards are fully
integrated with the
brand, and where they
are recognized and
treated individually.
o Discover recently expanded
its existing credit card rewards
program for college students
by providing a cash incentive
for good grades. Not unlike
Mom and Dad forking over
cash for each ‘A’ on a report
card, Discover plans to pay
$20 to college students who
maintain a 3.0 (or equivalent) or
higher during the school year.
• Solving Customer Pain Points:
o Amazon’s largest success in
loyalty is built around solving
one of online shoppers’
primary pain points: delivery.
Membership of Amazon
Prime offers free two-day
shipping, plus a selection of
free streaming videos and
Kindle books. Prime not
only integrates tightly with
Amazon’s brand and value
proposition (promising a
reliable customer experience),
it also creates a loyalty
program for suppliers, who
rely on Fulfillment By Amazon
for two-day delivery, and thus
access to Prime customers.
It is estimated that members
spend over four times more15
with Amazon Prime than nonmembers.
04
Key Trends in Loyalty
• Aligning with Customer Values:
o Linking Charitable Giving
with Loyalty: Consumers are
now looking for opportunities
to donate within their loyalty
program. In fact, a recent
study found that 33%16 of
people enjoy having the option
of donating reward points or
items to charities through their
program. Loyalty programs are
now offering them the chance
to convert program points to
donation dollars in order to
redeem in a meaningful way.
Kroger community rewards17
allows members to contribute
www.snipp.com
to community charity efforts
through their loyalty program.
From Brand Interactions To
Behaviors: Plugging In to
the Internet of Things
The growth of the Internet
of Things and the increasing
connectivity afforded by devices
provides brands with unique
opportunities to extend their
loyalty programs beyond direct
brand interactions to incorporate
desirable behaviors. For example,
health insurance companies can
(and do) reward consumers that
wear FitBits and meet minimum
daily activity targets. Walgreens
now lets its members earn
points whenever they engage
in healthy activities like walking,
weight tracking, and getting flu
shots, besides simple purchase
of products. Similarly, energy
utilities can reward consumers
who use Nest thermostats and
use company-specified heating
plans. As more and more devices
get connected together, expect
to see more companies offering
consumers rewards for behaviors
that can be tracked by those
devices.
05
Key Trends in Loyalty
3. Bringing It All Together: Big Data Means Big Insight
The previous sections spoke about how digital and mobile data are being used to provide a
compelling, app-based loyalty experience for customers. For brands, however, one of the biggest
advantages for making these investments (not that customer loyalty isn’t a big one, let’s be clear)
is that it provides an incentive for customers to identify themselves. That, in turn, makes it possible
for marketers to get a clear, unified view of brand interactions across channels. Aggregating data
gleaned from mobile with loyalty, transactional and location data allows for a more comprehensive
view of customers, and provides valuable insights into where best to focus further investment.
Let’s Be Profitable: Using
Data to Target High Value
Customers
According to Gartner, CEO’s are
expected to focus significantly18
on customer analytics and big
data as investments over the next
five years. For brands, harnessing
analytics allows them to recognize
the significant roles of high-value
and high-potential customers – for
example, 1-2% of customers can
account for 20-30% of a brand’s
revenue and profitability. Many
brands perceived to have the
best engagement programs are
now placing a disproportionate
investment on the small number
of customers who provide a
disproportionate value to that
company.
• Southwest Airlines’ loyalty
program has been a hallmark
of its brand and a driver of
loyalty for its cost- conscious
travelers. The recent revamping
of the program in 2010 better
correlates their rewards spend to
profitability. While most airlines
www.snipp.com
attach rewards to the number
of miles flown (with extra points
for higher-priced seats), Southwest offers rewards based on
the amount of money the flyer
spends. In this way, their loyalty
rewards spend remains similar
to that of other loyalty-focused
airlines (i.e., 8 to 9 percent of
revenue passenger miles), but
the program is better positioned
to drive profitability.
Aggregating data gleaned
from mobile with loyalty,
transactional and location
data allows for a more
comprehensive view of
customers, and provides
valuable insights into
where best to focus
further investment.
• The Target REDcard combines
payments, loyalty and a valuable
discount program – 5 percent
at the point of sale – in a way
that is highly compelling for
consumers. They have moved
past the flat “discount-only”
model by building out industryleading data capabilities, using
the data to target highest-value
consumers (e.g., future moms).
Making it Personal: MicroLoyalty
Brands can’t afford to treat
customers as anonymous
dollar signs anymore, not when
faced with the unprecedented
amounts of data available and
the untapped possibilities for
the Loyalty of Me. As brands
collect more data about individuals
across purchase habits and from
connected devices, they will be
able to craft highly targeted microloyalty programs at the individual
level. These programs will be able
to create unique and individualized
“earn” and “burn” rules based on
a composite understanding of an
06
Key Trends in Loyalty
individual user’s preferences and
tastes, giving rise to entirely new
kinds of loyalty programs, where
no two members will have the
same loyalty program structure.
consumers across every age
group like personalized touches,
and further, 44% of UK consumers
go on to purchase another item
from the brand if they had a
positive, personalized experience.
According to Gartner,
CEO’s are expected to
focus significantly on
customer analytics and
big data as investments
over the next five years.
Examples of this kind of
personalization in the marketplace
today include:
Source: 18Gartner; 2015 CEO Survey
The returns are powerful.
Teradata’s recent survey of UK
and German consumers19 reveals
that the vast majority (63%) of
www.snipp.com
• Safeway’s Just for U customer
loyalty program (which launched
in 2010) offers personalized
discounts based on past
purchases - creating special
deals on those products that
an individual customer buys
regularly.
• Global Hotel Alliance (GHA)20
understood that international
travelers were suffering from
“points fatigue”, wanting to
be recognized and rewarded
as individuals, with exclusive,
authentic experiences over
boring discounts, freebies, or
room upgrades. In response,
GHA devised over 2,000
authentic “Local Experiences”
e.g., a private dinner and
sunset cruise on the Arabian
Sea, or a day with pandas in
Hong Kong. The result was the
launch of GHA Discovery, a
three-tiered rewards program
that, in fewer than four years,
saw membership swell to over
4 million members worldwide,
with a remarkable average new
member sign-up rate of 2,000
per day.
07
Key Trends in Loyalty
4. The Sharing (Digital) Economy: Platforming Out
While innovative use of data will be a key to unlocking value in next-generation loyalty programs,
many companies lack the talent and technology to get to this next level. Companies in consumerfacing industries without these strengths will need to rely on partners like card issuers, loyalty
providers and data aggregators to leverage their data assets. But data gathered within a single
brand, without the context of other purchases and demographic information, is not enough to
fully understand the customer. The best loyalty players are developing innovative data-sharing
collaborations with digital partners, merging outside data with their own, unlocking insights that
work from a security and privacy perspective.
The big shift is recognizing
that companies in almost every
industry are already beginning
the process of creating new
digital ecosystems. According
to Accenture21, future success will
depend on the digital relationships
that enterprises are creating
today. 60% of the executives
they surveyed plan to engage
new digital business partners
within their respective industries
over the next two years, 40%
plan to leverage digital business
partners outside their industry, and
48% plan to partner with digital
technology and cloud platform
leaders.
Collaborations to Lock in
Costs and Unlock Value
Not only do these collaborations
increase the value of captured
information, but they also can
allow for shared liability and
costs of digital investments.
Increasingly, there are creative
ways to share that with partners
perceived to be enhancing, not
www.snipp.com
cannibalistic, of the program and
wallet share of the members.
For example, the airline model
of partnerships (hotels, cars,
cruise) will find itself in retail,
sports, and consumer goods.
The emerging platforms sector –
which includes everything from
Amazon Prime to mobile loyalty
reward programs such as Five Star
– is gaining speed.
• American Express recently
launched Plenti, a coalition
loyalty program that has a wide
set of program partners including
AT&T, Exxon, Macy’s, RiteAid and Hulu amongst others.
While it’s too soon to gauge
the impact, expect to see many
more such broad cross-category
partnerships.
• UK Grocery chain Sainsbury has
slightly out-paced competitor
Tesco’s sales growth for the last
three to four years, in part due to
a new form of loyalty program.
Sainsbury is the anchor retailer
of the Nectar coalition, which
allows consumers to collect
points and rewards across a
large number of non-competing
retailers in the UK (including
through a Nectar-branded
American Express card).
Through Nectar, Sainsbury offers
a broader value proposition to
its customers, and also captures
external data from coalition
partners.
The best loyalty players
are developing innovative
data-sharing
collaborations with digital
partners, merging outside
data with their own,
unlocking insights that
work from a security and
privacy perspective.
Source: http://techtrends.accenture.com/us-en/
business-technology-trends- report.html
08
Key Trends in Loyalty
Virtual Coalitions
As receipt processing becomes
more of a mainstream action and
a larger ecosystem of brands
adopt both loyalty programs and
promotions based on receipt
New models of Digital
collaborations will not
only increase the value
of captured information,
but also allow for shared
liability and costs of digital
investments.
processing, the larger brands
will begin exploiting the common
incoming receipt to identify the
right partners to create ‘virtual
coalitions’. These coalitions will
be based on identifying users
that have common user actions
that benefit the “brand-set” as
a whole, and will be fluid in their
constitution. As an example, a
leading CPG company could
create a “wellness” coalition
for a subset of its customers
and target those who have a
propensity to purchase organic
and health-related products,
and a separate “value” coalition
for another subset of customers
based on their purchase habits.
Those consumers identified to be
a part of the “wellness” coalition
could be incentivized to purchase
other wellness and health-related
products (possibly even including
brands that aren’t even officially
part of the coalition). In essence,
by locking in on such “emotional”
clusters, brands can create a
much deeper personalization of
the program and a more relevant
experience for users across all
dimensions.
Source: 23Accenture; Technology Vision 2015
www.snipp.com
09
Key Trends in Loyalty
Some Final Thoughts
As Always, Perception Matters Most
For many companies on the precipice of investing in adding or updating loyalty programs, the
biggest fear lies in the cost – or perceived cost of offering loyalty. In some ways, this fear is borne
out: McKinsey’s study22 of 55 publicly traded North American and European companies (across
seven sectors in which loyalty programs play a significant role) showed that those that spend more
on loyalty, or have more visible loyalty programs, grow at about the same rate – or slightly slower –
than those that do not. Loyalty spend also appears to have a negative correlation with the bottom
line. As a whole, companies surveyed that had higher loyalty spend had EBITDA margins that were
about 10 percent lower than companies in the same sectors that spent less on loyalty.
However, although companies
that emphasize loyalty programs
can initially underperform in
terms of revenue growth and
profitability, the market appears
to give them high marks for
the effort. Over the past five
years, market capitalization
for companies that greatly
emphasize loyalty programs has
outpaced that of companies that
don’t. This may reflect the belief
that meaningful loyalty programs
can drive long-term value – and
that the information amassed
through such programs will pay
dividends in due time. This could
be the case, in particular, if loyalty
program payments partners can
help these programs leverage
and tie their internal data with
aggregated (and secure) payments
data.
combined with the proliferation
of smart devices collecting highly
contextual data, are allowing
businesses to craft experiences
that are unique for each user – but
only a few are doing it well. Those
companies that are integrating
personalization with their core
product or service in the right
way, are, however, finding a
significant competitive advantage.
Sixty percent of organizations23
Accenture surveyed indicate
they are seeing a positive ROI
Over the past five years,
market capitalization for
companies that greatly
emphasize loyalty programs
has outpaced that of
companies that don’t.
There’s a Fine Line
Between Engaging and
Annoying
on their investments in
personalization technologies.
But research24 also reveals
that consumers are not as
enamored by the sense of
perceived invasion that comes
with increasing personalization
of their online experiences.
When it comes to push
notifications and microlocation based messaging,
part of the challenge
is figuring out the right
balance between timing and
frequency of messages --and not to overdo them25. A
harried mother on the way to
her kid’s school will probably
not appreciate a pop-up
message as she passes her
favorite boutique. But a special
offer tailored to her previous
purchase history while she’s at
the salon would ‘surprise and
delight’ her.
Big data analytics solutions,
Source: 22McKinsey
www.snipp.com
10
Key Trends in Loyalty
We’re Still Not Comfortable
with Big Brother: Well,
Unless it’s Worthwhile
Look, we’re aware that every move
we make online is being dissected,
repackaged and sold – we just
don’t like to think about it. If we’re
handing over our information
When it comes to push
notifications and microlocation based messaging,
part of the challenge is
figuring out the right
balance between timing and
frequency of messages.
voluntarily, however, brands need
to make it make us trust that we
won’t be on a hundred mailing lists
by sundown. Accenture reports
that in the era of big data sharing,
67 percent of individuals are willing
to share data with companies,
but that percentage drops to 27
percent if the business is sharing
data with a third party. And in the
aftermath of Target’s famous data
mining mishap, which identified
shoppers who were likely to be
pregnant – in some cases before
they’d told anyone – it’s fair to say
we’re leery.
At the same time, consumers
appreciate that data sharing can
lead to products and services that
make our lives easier and more
entertaining, educate us, and save
us money.
Clearly, then, gaining consumers’
confidence will be key. Companies
that are transparent about the
information they gather, give
customers control of their personal
data, and offer fair value in return
for it will be trusted and will earn
ongoing and even expanded
access. According to the Harvard
Business Review26, when data
is used to improve a product or
service, consumers generally feel
the enhancement itself is a fair
trade for their data. But consumers
expect more value in return for
data used to target marketing, and
the most value for data that will be
sold to third parties.
Basically, if our names are on
those mailing lists, we’ll expect
some pretty special treatment in
return.
Source: 25New York Times, 2015
www.snipp.com
11
Key Trends in Loyalty
References
1
Colloquy; 2015 Loyalty census: https://www.colloquy.com/latest-news/2015-colloquy-loyalty-census/
Deloitte; 2013 American Pantry Study: http://www2.deloitte.com/us/en/pages/consumer-business/
articles/2013-american-pantry-study-consumer-products.html
2
Forbes; Three Ways Membership Models Can Erode Customer Loyalty, May 2015: http://www.forbes.com/
sites/onmarketing/2015/05/07/three-ways-membership-models-can-erode-customer-loyalty/2/
3
Gartner; Top 10 Strategic Predictions for 2015 and Beyond: Digital Business Is Driving ‘Big Change’: http://
www.gartnerinfo.com/exp/top_10_strategic_predictions_269904.pdfhttp://www.gartnerinfo.com/exp/top_10_
strategic_predictions_269904.pdf
4
Gartner; Surveys Confirm Customer Experience Is the New Battlefield: http://blogs.gartner.com/jakesorofman/gartner-surveys-confirm-customer-experience-new-battlefield/
5
BusinessWire; Reimagining the Retail Loyalty Landscape: http://www.businesswire.com/news/
home/20140114005933/en/Reimagining-Retail-Loyalty-Landscape-GE-Capital%E2%80%99s-Retail#.
VhTZKROeDGd
6
Capgemini 2015; Fixing the Cracks: Reinventing Loyalty Programs for the Digital Age,: https://www.
capgemini-consulting.com/resource-file-access/resource/pdf/reinventing_loyalty_programs.pdf
7
TIBCO; Top 10 Customer Engagement Trends for 2015: http://www.tibco.com/blog/2015/02/23/top-10customer-engagement-trends-for-2015/
8
Capgemini 2015; Fixing the Cracks: Reinventing Loyalty Programs for the Digital Age,: https://www.
capgemini-consulting.com/resource-file-access/resource/pdf/reinventing_loyalty_programs.pdf
9
Capgemini 2015; Fixing the Cracks: Reinventing Loyalty Programs for the Digital Age,: https://www.
capgemini-consulting.com/resource-file-access/resource/pdf/reinventing_loyalty_programs.pdf
10
Gartner; Top 10 Strategic Predictions for 2015 and Beyond: Digital Business Is Driving ‘Big Change’: http://
www.gartnerinfo.com/exp/top_10_strategic_predictions_269904.pdfhttp://www.gartnerinfo.com/exp/top_10_
strategic_predictions_269904.pdf
11
eMarketer 2014; Can iBeacon Boost Duane Reade’s Customer Loyalty Program?
http://www.emarketer.com/Article/iBeacon-Boost-Duane-Reades-Customer-LoyaltyProgram/1011404#sthash.BSDfx5HT.dpuf
12
13
McKinsey; Making loyalty pay: Lessons from the innovators; McKinsey 2013
www.snipp.com
12
Key Trends in Loyalty
MagnifyMoney; Discover Announces New Credit Card Perk for College Students: http://www.
magnifymoney.com/blog/college-students-and-recent-grads/discover-announces-new-credit-card-perkcollege-students874242943
14
15
McKinsey; Making loyalty pay: Lessons from the innovators; McKinsey 2013
16
Loyalty360; Build Loyalty by Offering Members Opportunities to Give Back:
17
Kroger; Kroger Community Rewards: https://www.kroger.com/communityrewards
Gartner; 2015 CEO Survey: Committing to Digital: https://www.gartner.com/
doc/3026817?ref=SiteSearch&sthkw=&fnl=search&srcId=1-3478922254
18
eConsultancy; “Balancing the Personalisation and Privacy Equation - The Consumer View”: https://
econsultancy.com/press-releases/7935-57-of-consumers-are-happy-to-share-personal-information-withbrands-they-trust/
19
20
GHA; https://www.gha.com/About-DISCOVERY
Accenture; Technology Vision 2015: http://techtrends.accenture.com/us-en/business-technology-trendsreport.html
21
McKinsey; Making loyalty pay: Lessons from the innovators; McKinsey 2013
22
Accenture; Technology Vision 2015: http://techtrends.accenture.com/us-en/business-technology-trendsreport.html
23
eConsultancy; “Balancing the Personalisation and Privacy Equation - The Consumer View”: https://
econsultancy.com/press-releases/7935-57-of-consumers-are-happy-to-share-personal-information-withbrands-they-trust/
24
New York Times, 2015; Using Smartphones and Apps to Enhance Loyalty Programs: http://www.nytimes.
com/2015/01/29/business/smallbusiness/using-smartphones-and-apps-to-enhance-small-business-loyaltyprograms.html?_r=1
25
Harvard Business Review, 2015; Customer Data: Designing for Transparency and Trust: https://hbr.
org/2015/05/customer-data-designing-for-transparency-and-trust
26
www.snipp.com
13