Loyalty association launches web-based resource

A new market-driven, web-based resource has been announced by the recently formed loyalty marketer's association, Loyalty 360, offering an unbiased set of guidelines and tools for customer loyalty, incentives, rewards, engagement, and insights.

According to Mark Johnson, president and CEO for Loyalty 360, the association was formed specifically for loyalty marketers to help reinforce the significance of loyalty marketing and improve the circulation of relevant information throughout the industry. Many companies, including Affinion Loyalty Group, Carlson Marketing, Comarch, Hallmark, Maritz Loyalty Marketing, and Vesdia, as well as individual members are joining the association in its first charter year.

The association has launched a web-based forum for both loyalty providers and users (including retailers, banks, restaurants, and brand owners, among others) to engage with others and share best practices.

"With today's global economy, it's extremely important to understand and develop loyalty programmes that drive customer engagement," said Marti Beller, president for Affinion Loyalty Group and a member of the Loyalty 360 board of advisors. "Loyalty 360 is a kind of virtual switchboard connecting the loyalty value chain with unbiased information to help loyalty marketers make the right decisions to support their programmes."

The new web site provides an outlet for:

• Planning, implementing, and refining loyalty and engagement strategies;
   
• Learning about the latest technologies and trends;
   
• Referencing relevant industry loyalty standards, metrics, and benchmarks;
   
• Accessing loyalty, incentive, reward and engagement research, case studies, and best practices;
   
• Increasing the engagement level and ROI of employee, client, partner and customer initiatives;
   
• Decreasing the latency, churn or ineffectiveness of marketing initiatives.

Johnson said that the web site is expected to undergo many changes in its first year as the association builds up its information network. The second phase of the site includes an archived database of research, white papers, and presentations for members to make use of.

Loyalty 360 is also behind both the annual Loyalty Expo event (31st May to 2nd June 2009 in Hollywood, Florida, USA) and Loyalty Management Magazine which features case studies, best practices, and new technology and trends within the loyalty marketing industry.