News and Updates

Blog | October 18, 2016

What is the Path to True Omnichannel Consumer Loyalty?

By: Halo Loyalty Team

The allure of true omnichannel marketing has been an object of obsession for loyalty marketers. Given the plethora of touch points between brands and an increasingly mobile-first customer, along with volumes of data that can be captured from transactions and behaviors, it’s easy to see why omnichannel strategies continue to climb the list of priorities for loyalty program leaders.

Omnichannel Consumer Loyalty

The allure of true omnichannel marketing has been an object of obsession for loyalty marketers. Given the plethora of touch points between brands and an increasingly mobile-first customer, along with volumes of data that can be captured from transactions and behaviors, it’s easy to see why omnichannel strategies continue to climb the list of priorities for loyalty program leaders.

Too often loyalty marketers’ best intentions become bogged down at an inflection point – an intractable systems integration, a siloed database infrastructure, or a process breakdown that limits their ability to scale out their omnichannel plans, capture real-time insights, and achieve the holistic, 360-degree view of the customer that results in the largest returns on omnichannel loyalty programs.

Having a loyalty administration platform that has the required functionality to manage a consumer loyalty program and provide the ability to reward, incent, recognize and engage members in an omnichannel fashion is critical. Very few loyalty platforms have the variability and expertise in system integration. Brands shouldn’t be forced to rip and replace existing technology. Instead, loyalty solutions should preserve prior investments and infrastructure.

Customers want to interact and engage with brands in a manner they prefer, and they also place tremendous value on brands that recognize and engage them in the manner they prefer.

The necessary building blocks required to create a successful omnichannel loyalty program include:

  • Agnostic solutions and capabilities that extend across all existing technology infrastructure
  • Aggregating data across all touch points in real time
  • Delivery of personalized communications and incentives across all channels
  • Servicing customers across all channels
  • Closed-loop continuous learning discipline
  • Consistent customer experience across all channels

Companies are inherently innovative and inquisitive in learning about their customers’ behavior and thinking about new ways to recognize and engage them. The primary challenge is leveraging the vast amount of data companies have, given the endless transactional data generated through a diverse and evolving set of channels through which customers are engaging and transacting with brands.

There are likely existing platforms in place at many companies that move them closer to engaging customers in an omnichannel fashion, but are missing a few critical capabilities to complete the technological ecosystem needed to execute. Once taking inventory of existing capabilities and understanding any gaps, it is important to look for agile, agnostic solutions that can seamlessly complement current capabilities.