Let's Talk Loyalty #344: Retail Loyalty, Coalition Loyalty and Banking Loyalty Trends with Comarch's Piotr Kozlowski
4 snips
Feb 21, 2023 AI Snips
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Episode notes
Brands Building Direct E commerce Relationships
- Retail brands are shifting from channel-first to direct brand-owned e-commerce to control customer relationships.
- Pandemic accelerated brands building first-party channels (fashion, outdoor, automotive) to bypass marketplaces and collect zero-party data for personalization.
Data Ownership Is The Primary Loyalty Asset
- Data ownership became the primary asset and analytics shifted from secondary to central in program relaunches.
- Machine learning and segmentation now underpin personalized offers and are essential to consume abundant customer data effectively.
Give Coalition Partners Democratic Data And Tools
- Coalition operators must provide partners equal access to insights and marketing tools or risk partner withdrawal.
- Reshape coalitions from currency-only offerings into democratic platforms that deliver partner-level analytics and campaign control.