Be Loyal if the Shoe Fits

In the highly competitive sportswear and shoe category one company stands out as a true innovator in the customer recognition and reward discipline: Foot Locker. This multi-brand operating entity has built a program design/structure that checks so many boxes it is easier to list a check list vs. typing it all out for your consideration: Unique experiences to peak interestBrand right creative...

Brilliant Loyalty Programs, Shine Brighter?

For many loyalty program owners, simply getting a recognition and reward program up and running is a tough enough task. Unfortunately, many programs today are “set it and forget it”. Satisfy the objective to identify the customer, give them a little something back for their profitable behaviors, and from time to time delight them with unique offers and benefits. And then there are the best...

Are You Ready to Reach Peak eCommerce Sales Performance?

Global Ecommerce sales are expected to reach $5.5 billion in 2022 by: David Slavick, Ascendant Loyalty Marketing Trying to meet or beat comp channel sales performance YoY in a channel that is overachieving against even the most aggressive trends makes for a rather unenviable position.  The challenge for global digital commerce leaders is daunting, just like trying to reach the summit of the...

Improve Digital Marketing for Casinos with Generational Targeting

What marketing tactics do casinos use to attract customers? Well, like most other entertainment destinations, casino marketing strategies include a variety of tactics, including casino advertising on billboards, TV, and radio. From a direct-to-player standpoint, direct mail has been an effective medium for many years. Text messaging has been growing in prominence as consumers rely heavily on...

What is Your Favorite Flavor…of Loyalty?

Loyalty comes in many flavors. Depending on the tastes of your customers, you may need to offer something more exciting than vanilla, richer than chocolate, or a blend, like Neapolitan.  Strategists and practitioners alike use many different flavors to attract and engender loyalty. Many scoff at the mention of points as old school and, for many, that may be true.  Who has the right...

Can You Buy Customer Loyalty?

Now there’s a loaded question! It seems whenever a group of loyalty marketers gets together a debate breaks out over this topic. Funny thing is, as I observe and participate in these discussions, there is never truly a debate or argument. There are plenty of stances and positions on the topic, but mostly it comes down to a matter of semantics. What does “loyalty” mean? If we all...

The 3rd Visit Challenge

When a customer first learns about a loyalty program – at the point in time it is introduced in-store, online, or via social/mobile channels - the metrics for that first purchase as an identified member in the program will parallel traditional customer metrics. So, Average Daily Sale value, Units Per Transaction, Margin on Goods Sold will “look like” a non-member.  The...

Keep the Fire Burning with Your Loyalty Program

After much planning and effort, a company launches a program with all good intentions and expectations. The alignment at the executive level helps to support funding for incremental marketing, acquisition of new technology, analytical tools/solutions, and in many cases hiring of expert personnel to run it. An often overlooked, and perhaps most important, investment, is in ongoing employee...

Periodic Audits Keep Your Loyalty Program Running Smoothly

For most retailers who have some form of recognition and reward program in place, daily, weekly and monthly reporting on program performance is enough to know whether the program is driving business metrics successfully. Success for most program owners is defined by pre-established measures or KPIs (key performance indicators). A quarterly audit with your program partners is also highly...

The Importance of Loyalty Operations

There is so much time and effort spent on developing the business case for a customer centric recognition and reward program. From selling it in to senior leadership for support, to program design/strategy development, omni-channel communications, website, mobile app, call center training, associate engagement, custom reporting, analytics and fraud detection. Surprisingly, one aspect that...