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Articles by John Pedini
Loyalty Service Providers Elevate Customer Loyalty To An Enterprise Capability
Key Takeaways From The Forrester Wave™: Loyalty Services, Q4 2026 A rapidly evolving technology landscape changes how consumers discover brands, evaluate choices, and make decisions. This shift exposes a weakness in many loyalty strategies that rely on points and discounts alone to sustain customer relationships.
How To Build A Loyalty Team That Scales With Your Program
Brands continue to see the value in developing deeper relationships with their customers through loyalty initiatives, but investment typically flow towards technology, rewards, and promotions with less focus on what drives differentiated experiences, personalized engagements, and emotional loyalty. This isn’t surprising given that loyalty is both an art and a science, and it’s much easier to quantify, plan for, and staff the science of loyalty designed to get members to do something.
Starbucks’ Loyalty Program Upgrade Felt Like A Downgrade — Here’s Why
Starbucks’ recent rewards program update should have been a brand win, with more ways to earn, clearer tiers, and friendlier currency rules. Instead, it triggered a wave of frustration from many members who believed they’d been “demoted” when they saw their status listed as green. Many longtime customers assumed they were still gold, not realizing that Starbucks had sunset that tier back in 2019.
Key Takeaways From The Forrester Wave™: Loyalty Platforms, Q4 2025
The latest edition of our loyalty platform vendor evaluation, The Forrester Wave™: Loyalty Platforms, Q4 2025, published today. The research reveals three important takeaways: Platform providers are meeting the moment. Consumers demand differentiated brand experiences that go beyond discounts and dormant point balances they’ll never redeem.
Modern Loyalty Requires A Diversified Approach To Engagement
Marketers have leveraged programmatic loyalty for decades to identify their best customers and deliver a differentiated brand experience. And members have experienced everything from simple digital punch cards to highly sophisticated enterprise loyalty programs that attempt to anticipate their purchasing needs and recognize their loyalty with personalized experiences and offers. This wide spectrum of experiences reflects where a brand is in their loyalty journey.
Retail Loyalty - Forrester
Blog For brand manufacturers, the contextualized interactions enabled by dynamic commerce are becoming a blueprint for growth. Learn how to leverage this now to maintain a competitive edge. Blog Read this blog to learn more about the 25 companies tackling the retail industry’s pressing problems at the NRF’s APAC Innovators Showcase. Blog Last week, my dentist invited me to join their loyalty program. It’s official: The loyalty program is the “go-to” customer relationship marketing tactic.
The New iPhone 16e: A Small Step For the iPhone, A Giant Leap For Apple
The SE is dead; long live the iPhone. In what was billed as a surprise announcement, Apple today introduced the newest member of the Apple family: the iPhone 16e. But it wasn’t really much of a surprise – Apple’s impending iPhone SE revamp has been its worst-kept secret. Rumors of a refresh have been rife for some time, and finally, Apple has pulled the plug, bringing about a much-needed rationalization of its phone portfolio.
Balanced Benefits Give Loyalty Programs A Competitive Advantage
Loyalty programs are struggling to deliver an engaging member experience. In Forrester’s Consumer Benchmark Survey, 2024, 34% of US online adults who belong to a customer loyalty program agreed that they frequently forget to use loyalty programs they belong to. To maximize program effectiveness, loyalty programs need a balanced mix of transactional benefits that offer monetary value, and non-transactional benefits that spark more emotional connections.
Despite Themselves, Retail Media Networks Can Realize Their Potential
WHSmith just launched a retail media network (RMN) to bring retail media to their airport stores. Like every other RMN launched since Amazon, Walmart, and Best Buy pioneered retail media over a decade ago, WHSmith promises “more exciting and engaging retail experiences for consumers” and is “tailored to the needs of… supplier brands.” Our take: WHSmith’s network is yet another addition to the long tail of Amazon Ads copycats. And Amazon Ads’ scale leads other RMNs to project unrealistic growth.
From Sprint To Marathon: Passing The Baton From Sales-To-CS For Seamless Account Transitions
In 1996, four men made Canadian history when they won the Olympic gold medal in the men’s 4×100 meter relay in a time of 37.69 seconds. This historic win was especially surprising, considering the team had struggled in the events leading up to it. They had the quickness but needed to work through the mechanics of the race and interpersonal issues before finding success. Why? Because a relay race isn’t simply about speed, it is also about chemistry.
Consumers Crave More Than Discounts From Loyalty Programs
Last week, my dentist invited me to join their loyalty program. It’s official: The loyalty program is the “go-to” customer relationship marketing tactic. Most global consumers belong to at least one loyalty program, including 90% of online adults in the US, in Europe-5 (88%), and in Australia (93%). According to Forrester’s Consumer Benchmark Survey, 2024, 54% of US online adults agree that loyalty programs influence what they buy, and 64% agree that programs influence where they make purchases.
Loyalty - Forrester
Brand Manufacturers: Explore Dynamic Commerce Before Retailers Eat Your Lunch! Starbucks: One Year Later Low Survey Response Rates: Are You Asking The Wrong Question? Tariffs, Your Customer, And Your Brand: A Common-Sense Guide Consumers Crave More Than Discounts From Loyalty Programs Is Your Bank Ready For What’s Next In Mobile?
The Importance of Loyalty During Economic Downturns
Just a few short months ago most economists didn’t think an economic downturn in 2020 was very likely. In Bankrate’s fourth-quarter survey of top U.S. economists last December, respondents put the likelihood of a recession at 35 percent—a decrease of six percent from the survey released in September 2019. The whole world has obviously changed since then due to the spread of the novel coronavirus and the efforts initiated to reduce infection rates and deaths.
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