loyalty

Customer loyalty is incredibly valuable. It’s also incredibly difficult to foster and maintain. Read Forrester’s insights on loyalty.

Insights

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The Forrester Wave™: Loyalty Service Providers, Q3 2019 Is Now Live

Emily Collins July 15, 2019
Consumers are connected, empowered, and experimental. And loyalty programs aren’t as effective at driving emotional loyalty as marketers would like: Less than half of consumers agree that programs make them feel more loyal to a brand. This reality makes loyalty harder than ever to earn. Brands need strategic guidance to make the most of their […]
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Future Of Retail: B2C Marketing And Loyalty In 2019 

Fiona Swerdlow May 29, 2019
To help retailers and brands plan for 2019, Claudia Tajima and I are interviewing experts within Forrester for our series, “Applying 2019 Predictions To Retail.” Recently, we spoke to Michele Goetz about how artificial intelligence will affect retailers in 2019. This week, Claudia interviewed Emily Collins, principal analyst on Forrester’s B2C marketing team and an expert in loyalty, on her contributions to the 2019 B2C marketing predictions […]
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Remaking Retail Loyalty & Brand Experience

The onus is on retailers today to re-orient operations to meet customer expectations — and make customer experience the best expession of your brand promise.

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The New Era Of Marketing Strategy

Melissa Parrish May 14, 2019
When marketers fail to understand the complexity and nuance of how customers’ core characteristics evolve, people lose trust in them. As they look elsewhere, customers have found a more nimble set of businesses to meet their needs: direct-to-consumer (DTC) brands.
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CMOs Take Public Stances On Societal Issues To Tap Into Consumer Energy — Just As We Said They Would

Keith Johnston May 7, 2019
In November 2018, we predicted that CMOs would target societal tensions to gain an advantage in competitive markets. Nike’s 30th-anniversary campaign featuring controversial activist Colin Kaepernick would serve as an opening salvo for other brands to just do it. And so they did. AdAge’s “Campaign of the Year” is producing a tapestry of evidence that CMOs […]
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The Forrester Wave™: Loyalty Technology Platforms, Q2 2019 Is Now Live

Emily Collins April 9, 2019
I’m excited to share that our evaluation of loyalty technology providers — “The Forrester Wave™: Loyalty Technology Platforms, Q2 2019” — is now live. In our 28-criterion evaluation, we identified the top 13 loyalty technology vendors — Aimia, Annex Cloud, Brierley+Partners, Cheetah Digital, Clutch, Collinson, Comarch, CrowdTwist, Epsilon, ICF Next, Kobie, Merkle/HelloWorld, and SessionM — […]
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Barneys And Starbucks Raise The Bar With Loyalty Program Updates

Brigitte Majewski March 25, 2019
To differentiate their loyalty programs, brands are adding something new to their reward portfolios: Experiences.
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Marriott’s Bonvoy Boasts “Better” Loyalty, But Can It Deliver?

Emily Collins February 5, 2019
After more than two years of loyalty program limbo and “will it or won’t it” debates, Marriott unveiled the name of its unified loyalty program: Bonvoy. This final step in the world’s largest hospitality merger brings together over 100 million members, billions of records, and 6,700 properties in over 130 countries. For Marriott, the stakes […]
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Bring Loyal Customers Comfort And Joy This Holiday Season . . . Not Just Discounts

Emily Collins October 26, 2018
This blog post is part of Forrester’s Holiday 2018 retail series. With Black Friday less than a month away, it’s only a matter of time before holiday promotional activity reaches a fever pitch. But for many consumers, the holiday shopping season brings with it an intense mix of emotions. For some, it’s their favorite time […]
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How Consumers Really Feel About Your Loyalty Program

Emily Collins October 15, 2018
Points and discounts are the hallmark of most loyalty programs, and our data shows that they are usually pretty successful in incentivizing purchase behavior: Nearly half of US online 18–35-year-olds admit that programs influence what they buy and how much they spend. But loyalty isn’t just about the purchase — or at least it shouldn’t be. […]
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Who Will Win The Future Of Payments?

Brendan Miller September 19, 2018
Autonomous payments is the future state of payments — and banks, merchants, and payment vendors need to prepare now. Venture funding in this arena already exceeds $28 billion. Coupled with intensifying economic and political forces, consumers globally will see this new but nonlinear evolution of payments emerge, where payments will melt into the wider commerce experience […]
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Customer Experience Index Reveals Brands Lack Human Connection

Victor Milligan September 5, 2018
Forrester’s 2018 Customer Experience Index (CX Index™) results continue to show that companies are struggling to create and sustain a human connection with their customers. This is not a question of delighting customers as an endgame or some fluffy sense of emotional attachment; this is a crass and clear story of financial risk. Taking a step […]
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When Piloting Colocation, Measure Customer Impact

Ananda Chakravarty June 4, 2018
When Piloting Colocation, Measure Impact To Location, Customers, And Operations It’s been interesting to see creative real estate colocation ideas such as the recently announced pilot for ALDI in 10 Kohl’s stores. As Kevin Mansell, former CEO of Kohl’s, explained, “We believe the opportunity to leverage our real estate through this effort has benefits.”[1] But […]
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PODCAST

Loyalty In Retail: From Transactional To Emotional

What It Means May 10, 2018
Forrester Analysts Emily Collins and Sucharita Kodali discuss the future of retail loyalty programs — and how retailers can drive emotional loyalty with customers.
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A Missed Opportunity During March Madness?

Erna Alfred Liousas April 6, 2018
You may not be a stranger to March Madness, but I was. Well, until my colleagues Matthew Flug and Caitlin Wall shared something unique about this year’s NCAA Men’s Division 1 Basketball Tournament. Pizza brand Little Caesars announced that if a 16 seed beat a 1 seed — which had never happened in the history […]
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Customer Trust And Loyalty Determine Success On The Dark Web, Too

Stephanie Balaouras August 21, 2017
  This is a guest post by Salvatore Schiano, a researcher serving Security & Risk Management professionals. The dark web is an underground marketplace for drugs, stolen credentials, stolen financial and medical records, and other illicit products and services. Cybercriminals use it to monetize breached data, but they also use it to buy and sell […]
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Don’t Alienate Loyal Customers: How To Step Up Your Email Game

Emily Collins April 20, 2017
In the realm of multichannel customer communications, email is still king. It’s the easiest to send, it’s inexpensive and it’s the channel on which most marketers rely to connect with all kinds of customers. Email marketing is ingrained and inexpensive, but as a result, many marketers abuse it, defaulting to a routine batch-and-blast approach. In […]
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Rethinking Customer Loyalty

What It Means March 16, 2017
Forrester Analysts Emily Collins and Rick Parrish examine the changing — or eroding — state of customer loyalty, as aged loyalty programs are misfiring against customer priorities and companies struggle for the hearts, minds, and spend of empowered, restless customers.
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Drive revenue with great customer experience – Our 2017 analysis will help you make the case for CX investments

Maxie Schmidt January 18, 2017
If you are like other CX pros, at some point in your CX career you’ll encounter the “money question.” Your CEO will ask you: “What’s an improvement in our customers’ experience worth in dollars and cents?” And it’s likely that you won’t have a (good enough) answer. I say that because I know that 50% […]
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The Data Digest: What Millennials Need From Your Loyalty Program

Anjali Lai November 3, 2016
If you follow my blog regularly, you already know that I love to travel. And while I’ve had my fair share of travel hiccups (missed flight connections, last-minute assignments to the dreaded middle seat, lost luggage – you name it), I’ve always glossed over these snafus and accepted the fact that traveling inevitably comes with […]
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Leadership In The Age Of The Customer

Victor Milligan June 15, 2016
Leading through change requires that right mix of imagination, inspiration, and gritty execution. And we are in a world of change. Empowered customers and the constant and rapid wave of digital innovation are changing market fundamentals. Leaders are now challenged to respond. I had the pleasure of hosting a discussion with James McQuivey, Carl Doty, […]
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