Volume 12 Issue 1
How to operate your loyalty program in four dimensions.
Bonus offers can be categorized in terms of dimensions. The term “dimension” isn’t purely arbitrary, because they do bonus customers for their behavior in the quite physical dimensions of space and time. In loyalty marketing, bonuses for behavior exist in the transactional, temporal, spatial and personal dimensions. Transaction, temporal, and spatial data comes primarily from POS systems. Personal data comes primarily through analytical capabilities or through customer dialog.
Volume 11 Issue 1
A true real-time loyalty solution means never having to say you’re sorry.
Second in the two-part series about real-time POS and the capabilities the devices and your infrastructure must have to make real-time loyalty possible.
Volume 10 Issue 4
Reconciling loyalty strategy with reality at the POS.
The Holy Grail of loyalty marketers, as we all know, is the ability to reward and recognize customers in real time. But sometimes the technical limitations of your POS world will push back the strategic design of your loyalty program. If your POS system can’t accept a member number— the most basic technical requirement for running a program— then you’re certainly a long way from real-time loyalty. So how do you get there?
Volume 10 Issue 2
What you need to consider when designing and implementing a loyalty solution.
The roll-your-own solution was and continues to be an attractive
solution, although the appeal is waning. Loyalty seems seductively simple: Spend
a dollar earn a point. We call it the “easy to start, hard to finish” trap. It’s
a little like building a house. Everybody has seen it done. All you need is a
bit of concrete, lots of wood, nails, wire, some shingle-like things. Simple,
right?
Note: This article was reprinted in issue 35 of the European Retail
Digest, which is published by the Oxford Institute of Retail Management.
Reprints are available from British
Library Direct.