Travel data can supercharge the integration of loyalty with the everyday

In the last year, we have seen significant developments taking place in the convergence of travel loyalty programmes.

This came as brands looked to provide members with the maximum flexibility to earn, redeem or part-pay with points when shopping online and to also extend this to shopping offline.

In 2017, I believe the ability to earn and redeem both online and offline will increase dramatically.

Loyalty programme providers will look to further put the member at the heart of their programmes, with the aim of making loyalty a part of members’ everyday lives.

It is my belief that the three points below will be key in helping us all to facilitate this progression.

The increasingly intelligent use of data

Most of us are already aware of the importance of contextualised personalisation when it comes to loyalty programmes.

For rewards to truly appeal to members, they need to be reflective of the members’ lifestyles, and having insight into personal preferences is anchored in the more thorough use of data and technology.

With our recent research finding that only 38% of travel and financial services members believe their loyalty programme rewards are fully reflective of their lifestyle and hobbies, there is clearly a lot more work to be done.

Consumers will only continue to expect a higher level of personalisation – something which is a growing trend across industries.

This is why the utilisation of data for greater insights remains so key, whether it’s used to improve the customer journey when accessing a programme, drive the way in which it is marketed, or tailor the reward or retail promotion on offer.

Something of which we will begin to see more is how brands utilise data to tactically place offers and rewards in front of customers so that their behaviour is influenced at specific time slots.

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