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BizReport : Loyalty Marketing : July 01, 2013

Releases up the loyalty factor for brands

With more options for buying comes a greater need for brands to build customer loyalty. Two loyalty hubs are pushing the loyalty factor, helping brands to connect on a deeper level with their customers.

by Kristina Knight

First, Points is powering the new Southwest Airlines Rapid Rewards program, which allows customers to build points faster, gift points and even transfer loyalty points balances. In the post loyalty programs have been based on a single account and most haven't been transferrable. This new program is said to increase loyalty because it offers customers more choice.

"Southwest Airlines is renowned for its outstanding customer service and growing the Rapid Rewards program is a big part of that," said Rob MacLean, Chief Executive Officer of Points. "This launch is the first stage in our partnership towards adding more flexibility and opportunity for Rapid Rewards members, and we look forward to helping the team at Southwest continue to enhance this great program."

And Bronto Software has released a suite of email tools, including responsive templates that should help marketers better target list customers and driving loyalty to the brand. The templates include responses to order confirmation, cart abandonment and adapt to the screen on which an email is viewed. According to the company nearly 40% of emails are now opened on a mobile screen so this kind of optimization can help drive connections.

"We want to help commerce marketers connect with the mobile consumer," said Joe Colopy, CEO of Bronto. "But it's also about ease of use. Time-strapped marketers can create one version of an email and know that it will render correctly on a mobile device. It's less work for them."

There are more than 130 message templates. This kind of intuitive messaging has been shown to increase loyalty, driving more revenue to the company.

Image via Shutterstock

Tags: Bronto, customer loyalty, loyalty marketing tools, loyalty marketing trends, loyalty trends, Points

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