Operators typically begin by striking deals with national or international partners for offers in return for targeted access to their opt-in customer base. As a program evolves, it then usually extends to local partners.

Customer targeting by value and preferences

One area, however, where most of these programs have room to evolve is customer targeting by value and preferences. Today, the emphasis is on contextual offers (which favor the partner) as opposed to customer identity (which would be better for retention and customer satisfaction).

Next-generation loyalty programs

A key component of next-generation loyalty programs is leveraging ‘context’—when and where—to define the best offer for the customer. In addition, programs need to be much more ‘intelligent’ by integrating customer data to deliver personalized customer experiences. For operators that want to survive and thrive in the future, opening their ‘end’ customers to ‘upstream’ customers (brands) could become a key strategic play. Which brand would not want access to millions of high-value customers, instantly? The challenge, of course, is to manage this access in such a way that the ‘end’ customers see this as a benefit, not a nuisance.

Done right, a portfolio of partners will allow operators to differentiate themselves from the competition while potentially creating a new revenue stream. Done wrongly, consumers will jump ship and let everyone know how they feel across social media channels.

Upstream Partners

We cooperate with the world’s premier reward & loyalty programs and select product and brands that give consumers the peace of mind they expect. Delighted customers become loyal customers, which translates to repeat business and increased revenue throughout all of your sales channels.

Downstream Partners

We cooperate with the world’s premier reward & loyalty programs and select product and brands that give consumers the peace of mind they expect. Delighted customers become loyal customers, which translates to repeat business and increased revenue throughout all of your sales channels.