Remaking Retail Loyalty
Too many retail loyalty programs are expressions of merchant relationships and priorities. They are about the next transaction — often delivered by sterile emails. They have little to do with creating differentiated experiences on the customer’s terms. And the results show. These programs are failing to capture customers’ imaginations and, ultimately, loyalty — eroding the economic power of loyalty.
Consumer behavior and disruptors — large and small — are remaking the retail industry. The challenge is to catch up or fit in a way that affirms a distinctive brand — to not lose “you” in the pursuit of strategy. With fewer opportunities for product differentiation and the limited effectiveness of loyalty, delivering a brand experience that wins hearts, minds, and spend looms as the central challenge.
Retailers, Don’t Give Customers “Socks” This Holiday Season
In this episode of the What It Means podcast, Analysts Sucharita Kodali and Michelle Beeson impart holiday wisdom that will keep customers jolly all year round.
Four Things You Must Do Right Now To Rock Your 2018 Holiday
$1 trillion + of holiday spend in the US and Europe is up for grabs and increasingly premised on digital capabilities. Not simply the existence of these capabilities, but their ability to attract, inform, inspire, and win spend. What’s the recipe for having digital drive holiday sales performance? Hint: be surgical.
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