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BizReport : Loyalty Marketing : July 03, 2013

Expert: Loyalty programs missing the mark

Brands are in a difficult spot: while consumers are shopping from many more outlets - both online and offline - than in the past, this freedom of choice is impacting their feelings on brands. That is also impacting how they engage with loyalty programs.

by Kristina Knight

Kobie's Alchemy platform is set up to help brands navigate the tricky loyalty space by putting the loyalty program into POS systems, giving retailers - and shoppers - more choice.

"[Alchemy is] a platform focused on enabling marketing automation. It enables your loyalty strategy to extend to all potential points of consumer engagement, in particular with patented technology that pairs what are typically disparate technology (i.e. POS systems and mobile devices). So, if your requirement is to engage and reward someone seamlessly where they interact with your brand, then Alchemy's service-oriented, flexible and scalable components will be a great fit. ," said Joe Easley, Director of Global Product Strategy, Kobie Marketing.

The platform is also set up to give retailers and brands the ability to change program options quickly so that when a trend hits, the brand can take advantage of more sales conversions while at the same time offering the loyalty club member new ways to traverse the tiered system.

"The loyalty program must be omnichannel, but focus on which channels are most preferred (and most effective) by the consumers in question. The consumer-focused channel experiences must be seamless and efficient, rewards must be rewarding and genuine experiences must go hand-in-hand with traditional rewards. Program differentiation is key, as is rapid responsiveness when, inevitably, problems arise. And beyond just using data to engage existing members, sending opt-in messaging to potential customers on their mobile devices - messaging built on typical shopper behaviors - will also add to programs' ranks," said Easley.

More from Joe and Kobie later this week, including his tips for better integrating a high-quality loyalty program.

Image via Shutterstock

Tags: Kobie, loyalty marketing, loyalty tips, loyalty trends

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