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.
Who Chooses Direct-To-Consumer Brands?
Why do people buy from direct-to-consumer brands? Until now, little research has been done to determine what’s driving consumers to choose DTC. Forrester Senior Analyst Anjali Lai shares pioneering research in this episode of What It Means.
Retailers: Use In-Store Sensor Tech To Understand And Enhance Customer Experiences
For retailers, sensor-based technology can provide rich insights and augment the customer experience. Discover what tech is out there and how it can help your firm.
Our Retail Team
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VP, Principal Analyst
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