Profitable Loyalty: The Proof is in the Profits

Have you noticed your customers are harder to retain or that their frequent visits and purchases are challenging to influence? Marketers today have a new and urgent requirement to ramp up the level of effort to respond to the evolving demand of customers. At the same time, engagement and loyalty are overused and widely under-delivered. Organizations seek initiatives that can deliver, but deliver what? Engagement? Love? Passion? Advocacy? Are those the end game? 

Today, brands need to take the initiative to think beyond loyalty and stop being tactically short-sighted. Loyalty programs might not be at the core of your customer relationships – but understanding where you sit on the spectrum and what outcomes you’re trying to achieve matters. Whether your brand is trying to capture a percentage of customer spending or retain them year after year, loyalty plays a crucial role in enabling those outcomes. Conversely, your business model may use loyalty to drive acquisitions. Whatever the outcome, identifying them, as opposed to the execution mechanism, is critical. If you get that right, you can map out the best way to maximize your loyalty investment; as opposed to, say, building a far too complicated or far too simple proposition that lacks synergy and your ability to drive the customer outcome your brand is looking for.

Loyalty itself isn’t an outcome. Loyalty is an enabler for a million things – and brands must ensure what they do is profitable and focus on the outcome versus the enablement to help win against their competitors. This is where profitable loyalty comes in to deliver. 

Most loyalty initiatives and brand advisors fail to provide clear ROI and profitability guidance while also falling short of optimizing program performance. At Capillary, we have the capabilities AND the proof to deliver the outcomes that maximize a clear ROI. Capillary makes it faster and easier for brands to achieve this and iterate. And, we’re not shy about sharing the proof that we’re the best. 

We measure everything. We focus on: 

• • metrics that matter
  • maximizing the loyalty outcomes
  • delivering value back to customers
  • delivering value to your brand
  • generating revenue 

So talk to us. It’s time to make your loyalty efforts profitable, but also make it a customer experience optimized to its full potential for your customers. 

At Capillary, the proof is in the profits.

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Laura is a global marketer with 30+ years of experience across virtually every channel/component of driving demand, customer loyalty, and engagement. She is currently Vice President, Marketing for Capillary Technologies. Previously she held similar roles at Tenerity, Kobie, and Aimia. Prior to that she worked in advertising for consumer brands after graduating from Southern Methodist University.