Data pipeline drying up? Try ‘engagement loyalty’ | WARC | The Feed

Marketers concerned about a shortfall in quality customer data in a post-cookie environment should reframe loyalty programmes to reward consumers for their engagement with a brand.

Loyalty for engagement

Most loyalty schemes are quite transactional in nature. This risks training customers to “go through the motions” in the expectation of discounts, according to a new WARC Exclusive. It also offers little insight into how customers actually engage with products and services.

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