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.
Exploiting owned media channels