Shopify Ecosystem

Using Segmentation To Create Stronger Loyalty Programs

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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