Using Segmentation To Create Stronger Loyalty Programs


As a Senior Relationship Marketing Strategist at DEG, Travis McCan works with brands across industries to enhance their digital messaging strategies, with an emphasis on retention and loyalty. Rachel Harbaugh is an Associate Relationship Marketing and Loyalty Strategist.

Marketing thrives at an individual level, yet many brands make their loyalty programs too universal. The truth is that when you design a loyalty program that provides the same experience for everyone — the punch-card approach of Buy 10, Get 1 Free — you end up with a program that doesn’t provide value for anyone.

Loyalty programs should be strategic efforts to keep customers engaged and excited, while also preventing customer churn. It can’t just be a box that is checked on a marketing to-do list; it must add to the brand experience.

In this article, we’ll discuss how to develop a segmented loyalty program that meets customers’ needs and expectations. But first, let’s dive a bit deeper into where …

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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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