What Is the Future of Customer Loyalty Programs?

Mobile payments, predictive analytics, and marketing automation are among the trends that will have the biggest impact on loyalty marketing in the next couple of years. This is one of the conclusions of the “Loyalty Trends 2021/2022 report” published recently by Open Loyalty. How was it created and what are its other key findings? Read on to find out! 

About the Report 

The “Loyalty Trends 2021/2022 report” presents the results of a survey and interviews with over 100 high-profile marketers from various industries, including those working at Virgin Atlantic, Uber, British Airways, Disney, BP, Shell, Ikea, Walgreens, Red Bull, P&G, Tesco, GAP, Lego, and Marriott. These professionals were asked about their key challenges, plans, and investments for the near future.  

The report discusses goals and challenges for customer loyalty, the most significant trends in loyalty marketing in both the long and short term, and the most popular areas for investments. Below are some of the key findings. 

Customer Loyalty Challenges in 2021 

The COVID-19 pandemic has had a negative impact on businesses for two main reasons: the forced lockdown turned away many customers and marketing budgets were cut, making both acquisition and cost-efficient marketing plans a priority. As a result, many businesses had to adapt their loyalty programs to this new situation and new buying patterns.  

On the positive side, the COVID-19 pandemic has accelerated digitalization and made many businesses go eCommerce, providing them with new opportunities for growth. 

Customer Loyalty Trends for the Next 2-3 Years 

Most loyalty professionals recognize mobile applications and marketing automation as the key areas of investment in the short term. Also, predictive analytics to predict customers’ behavior, and gamification to increase customer engagement were identified as trends that will have the biggest impact on loyalty marketing in two to three years. Moreover, with third-party data being phased out, loyalty programs will become the main tool for collecting customer data. 

Learn more from the full report 

Of course, there’s much more to learn. Download the report here and read insightful comments by the professionals who participated in the survey. 

Written by
Jarek Wasielewski
Digital Content Specialist at ExpertSender
After work: local historian. Double bass enthusiast.
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