Future-proof customer loyalty programmes by driving redemptions

Natasha van der Pas

In the eyes of shoppers, a loyalty programme is only ever as good as its rewards, but too often the redemption strategy and process is not prioritised by brands.

Customer retention

This article is part of a series of articles from the WARC Guide to customer retention. Read more.

In the eyes of shoppers, a loyalty programme is only ever as good as its rewards. Customers sign-up to a programme and actively engage with it in anticipation of these rewards, but too often the redemption strategy and process is not prioritised by brands. Our analysis of Shell’s loyalty programmes across Europe showed that there’s good reason to give this area more attention though; members who redeem for rewards are worth doublethe margin of members who...

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