BUSINESS STRATEGY purchase or where brands donate to certain causes which are near and dear to the heart of their customers , can help a brand to build a loyal customer base .
Programmes such as these are a testament to how building customer loyalty can benefit a brand if the right causes and mechanics are put in place .
3 . The rise of gamification
More brands will use gamification this year to make their loyalty programmes more attractive and relevant to their customers .
Gamification elevates the personalisation experience , providing consumers with incentives to purchase more frequently , buy more or use loyalty points for rewards . It plays off many aspects of human psychology including rewardseeking behaviour , natural competitiveness and the classic fear of missing out ( FOMO ).
A Mintel trends report saw that as money became tighter for consumers with the ongoing pandemic , Brands took to gamifying the discount process to provide consumers with a sense of control over their spending , as well as being a fun and playful way to engage with them . Tying the discount or value proposition up with the key message of the campaign can reinforce that message while simultaneously providing value to the consumer .
Gamification not only increases a brand ’ s share of wallet but also its share of life among its customers .
Nike developed the Nike Run Club app , which tracks a user ’ s runs with data ranging from exercise duration up to the wear of their trainers , has been successful at this .
Through the app , Nike collects data about users ’ chosen sports , activity levels , and preferred styles , using that data to personalise experiences . Nike ’ s app uses a range of gamification features such as milestone unlocks , reward systems , and leader boards . In 2020 , Nike reported that its app saw download growth of over 45 %, compared to the average global increase of 10 %.
Customer loyalty has never been more important than in today ’ s digital landscape where it is the key to cultivating repeat purchases and engagement .
In the long run , this sets us up for mutual success , and what could be better than an environment where brands and consumers thrive , because of their relationship with each other . x
Ganga Ganapathi , VP Head – Marketing and Client Success , Epsilon APAC & MEA , EU
www . intelligentcxo . com
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