The (first) Loyalty Newswire

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By: Mike Giambattista, CLMP |

Posted on September 24, 2018

As regular readers of The Wise Marketer will know, we publish a steady flow of features covering news, developments, technology, research and opinion in the world of customer loyalty on a daily basis (Thank you for your patronage!).  But I’m not sure that cadence is adequate any more.

We see an enormous amount of newsworthy stuff come across our editorial desk on a daily basis and we’re tasked with sifting it down to its most critical, actionable and important – distilling it, if you will.  But the pace at which our world is changing and the pace at which customer attitudes and learning are changing seem to demand that we pick up our pace as well.

So today we’re publishing the first of what will become Monday morning (Eastern Standard Time) digests of what we see and survey in customer loyalty.  Unlike most of our other content, which is intentionally deep, these posts are meant to provide a view from the hill and snapshot of the most newsworthy items of the moment.  We think this small evolution in our coverage will provide you with a better and broader perspective and maybe engender some good conversation along the way.

Editor’s Note:  If you have questions, comments or suggestions as to how we can better serve you, or our industry at large, we have an open line and would love to talk about it.

The Loyalty Newswire – Monday, September 24, 2018

To serve hungry travelers waiting to board their flights, Airport Sherpa takes on the challenge of finding food options in a hurry at the airport.  ###

TravelClick has entered into a new partnership with The Guestbook, an instant cash-back rewards program, to further increase direct bookings for TravelClick’s independent hotels. This partnership makes it easier for TravelClick hotels to tap into The Guestbook’s global network of more than 600 independent and boutique hotels. ###

Triphop brings blockchain to travel and tourism with rewards for social posts.  The program incentivizes hotel guests to share their experiences on social media in return for exclusive benefits such as complimentary room upgrades, in-stay benefits, and the startup’s own Tripcoins. ###

Speaking of blockchain & loyalty, The Wise Marketer is sponsoring the upcoming LoyaltyLive event by Untraceable.  LoyaltyLive is the first conference in the world with the sole focus of bridging the gap between the world of loyalty rewards with the world of blockchain technology.  Registration & information here.  Get 50% off admission with our coupon code:  WISE50    ###

For Retail Promotions, Rewards Beat Out Discounts. Blackhawk Network’s Hawk Incentives, discovered that promotions based on rewards can be more effective than discount offers. More specifically, companies had year-over-year revenue growth of 36 percent due to reward promotions compared to 28 percent from discount promotions, Chain Store Age reported.  ###

75% of consumers actively earn and redeem rewards in just three or fewer programs, according to the Loyalty in the Age of the Connected Consumer report by Kobie Marketing. Successful loyalty programs consistently engage shoppers to keep them interested, rather than exist for the occasional scheduled discount.  ###

Nordstrom is banking heavily on a newly revamped loyalty system to better draw customers in and get them to stay.  Last week, the retailer introduced a new loyalty program called Nordy Club, launching this fall, that comes with a focus on personalization.  ###

South Africans taking full advantage of retail reward programs.  ###

A new generation of loyalty programs is helping beauty brands stay competitive. According to research by IRI Worldwide, in 2017, 74 percent of consumers chose a store based on a strong loyalty or discount program. This holds true across generations, with 79 percent of millennials and Gen Xers wanting a “strong loyalty or discount program,” as well as 74 percent of baby boomers.  ###

Forget Airline Miles. Retailers Pile on Perks for Big Spenders. New loyalty programs go beyond discounts: dine with designers at Nordstrom, get VIP access to the Macy’s parade. “Retailers are waking up to the idea that the arms race around monetary rewards isn’t sustainable,” said Scott Robinson, vice president of design and strategy for Bond Brand Loyalty.  ###

Woolworths Australia customers warned over Rewards card scam. Hundreds of Woolworths customers have been targeted in a sophisticated scam, prompting the chain to beef up its security.  ###

Luxury retail is turning to gaming to drive brand-consumer interactions. Chanel, YSL Beauté and Burberry are offering compelling activations to satisfy shoppers who crave experiences.  ###

Mike Giambattista is Editor in Chief at The Wise Marketer and is a Certified Loyalty Marketing Professional (CLMP).