Recent Posts by Emily Rudin

Multichannel loyalty and engagement solutions make it possible for CPG brands to not only collect purchase data, but combine that information with engagement measures to obtain a consolidated view of consumers. Here are three things CPG brands can do with such a consolidated view. Incentivize consumer engagement Manufacturers have a unique opportunity to drive engagement-based activities for consumers by offering incentives. This helps drive ongoing activity and sparks additional...

Brands with multiple entities may find it challenging to connect their customers across their entire portfolio. The Francis Ford Coppola family of brands, which includes wineries, restaurants, resorts, and cafes made the investment in loyalty to unify its brands and reward customers for spending and engaging across all touchpoints. Cat Rossi, Senior Director of Brand & Content Marketing at CrowdTwist, recently sat down with Rebecca Gilbert, Senior Brand Manager at Francis Ford...

In an overcrowded marketplace where brand differentiation isn’t always apparent, brand awareness is a key driver of consumer purchase decisions. In fact, customers are 60% more likely to purchase from a brand they’ve heard of than from one they’re unfamiliar with. An investment in loyalty can help a brand stand out from the competition, drive brand awareness, and increase revenue. Here’s how to design a loyalty program that that boosts the profile of your brand. Reward members...

Luxury brand marketers who are considering loyalty programs are often concerned that they won’t align with the image or appeal of the brand. Traditional spend and get loyalty programs reward customers with discounts and couponing, which many luxury brands could argue “cheapens” their offering. However, the most effective luxury loyalty programs in market today go beyond discounting to provide value for members. In addition, consumer expectations are changing from a luxury...

The Loyalty Challenge Customer retention is a challenge for all industries, but churn rates are particularly high in the telecommunications industry, averaging between 10 and 67% annually. For example, it is estimated that 75% of the 17 to 20 million subscribers signing up with a new wireless carrier every year are coming from another wireless provider. Loyalty is extremely difficult for telecommunications brands to attain, especially due to the lack of differentiation in the...

It’s no secret that consumers are interacting with brands across many different touchpoints and channels today, and batch & blast communications have become a thing of the past. Throughout the past few years, many brands have begun sending personalized content to their customers, but in today’s climate, sometimes even that isn’t enough to keep customers coming back. It is becoming increasingly necessary for brands to create dynamically rendered campaigns that are not only highly...

Loyalty initiatives have been traditionally considered a better fit in the B2C rather than B2B space. With long, complex sales cycles and buyers that aren’t as responsive to discounts and coupons, many B2B marketers have rejected the concept of loyalty programs. However, due to increased competition and price wars, B2B companies are realizing the value in investing in loyalty. Let’s take a look at the reasons more and more B2B companies are turning to loyalty to help them attract...

The cost of acquiring a new customer can range from five to seven times the expense of keeping an existing one. However, an estimated 44% of brands focus on acquisition rather than retention. Acquisition strategies often include investment in expensive advertising, marketing materials, events, and social and email marketing. Perhaps one of the reasons retailers focus on acquisition is that it seems like an effective indication of growth and provides a quick-win for a...

In order to attract new customers and encourage repeat business, travel and hospitality brands should differentiate on more than just price by creating personalized customer experiences. Loyalty programs in the travel industry have been around since the 1970s, when American Airlines pioneered the Advantage Frequent Flyer program. Since then, many hospitality brands have followed suit and developed their own loyalty programs. But decades later, many of these programs have failed...