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

There are opportunities for companies to devise “experiential rewards”. These can be as simple as ‘early offers’ – for instance, pre-store opening experiences....