"Despite this, customer loyalty feels harder to maintain than ever before. The frustrating part? Sure-fire tactics that have worked for decades are starting to fall flat. Traditional programs built on points and prizes are losing their grip, and customers are slipping through your retention programs into the arms of competitors. Customers collect rewards they never redeem. They abandon carts despite personalized offers."
"But here's the key detail many marketers don't realize: The problem isn't that customers have become disloyal. It's that loyalty itself has fundamentally changed. And while most brands are still playing by the old rules, a select few have already cracked the new rules. On September 24, those brands, including Wella, Bioré, PepsiCo and Stanley Black & Decker, are breaking the silence."
Customer loyalty is harder to sustain as traditional tactics lose effectiveness. Points-and-prizes programs are declining in impact, and many customers collect rewards they never redeem. Shoppers abandon carts despite personalized offers and switch to competitors without hesitation. Loyalty has fundamentally changed rather than customers becoming disloyal. A handful of brands have adapted to the new rules and developed strategies to convert transactional interactions into durable relationships. The SAP Emarsys Festival Loyalty Masterclass on September 24 will feature Wella, Bioré, PepsiCo and Stanley Black & Decker sharing practical approaches. Wella will explain how it unified B2B and B2C loyalty by connecting data across touchpoints and breaking down silos.
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