Brands infuse quirky features into their loyalty programs
Implications - Although gamified loyalty programs have long been a reality, brands are now taking more creative routes when it comes to ensuring their customers take full advantage of their loyalty programs. Infusing quirky elements into these programs serves to motivate consumers to participate, while also allowing for market differentiation – as it opens up the opportunity for companies to design these programs with their distinct brand identities. This shift serves to modify and enhance the purchase journey with the illusion of personalization, rather than it simply functioning as a means to an end.
Workshop Question - How can your brand adopt loyalty programs that reframe consumer experiences as "journeys"?
Trend Themes
1. Quirky Gamification - Incorporating playful and unique features into loyalty programs to increase customer engagement and foster personalization.
2. Emotive Branding - Designing loyalty program identities with a whimsical and emotive feel to increase customer loyalty and differentiate from competitors.
3. Incentivized Gaming - Creating video game experiences that reward customers with loyalty points to increase engagement and drive sales.
Industry Implications
1. Retail - Retailers can incorporate gamification in loyalty programs to increase customer retention and promote brand identity.
2. Telco - Telecommunications companies can create incentivized digital experiences to increase customer engagement and promote new products.
3. Food and Beverage - Food and beverage companies can utilize emotive branding in loyalty programs to increase customer loyalty and improve customer experience.
