No one really anticipated the changes that the pandemic was going to bring. Due to changes in consumer behavior, many customers are shopping differently and switching to new brands.

Segmentation is a business process in which marketers split a market of customers into relatively homogenous groups (called segments) based on specific parameters. There are plenty of approaches and possibilities for creating segments, but there are certain groupings that every segmentation strategy should include.

In this week’s episode of #loyaltyexpertsvoice, Jakub Dembiński, Head of Business Development at Comarch, talks about “the loyalty effect,” specifically how today’s companies can generate revenue using immersive, personalized loyalty programs.

In theory, preparing simple promotion is not a complicated task. A loyalty program operator chooses promoted products and external partners, adjusts promotion mechanisms, and specifies the possible incentives. In practice, preparing promotions that achieve the set goals requires a bit more work.

A loyalty program allows brands to communicate with program members in many different ways. In addition to standards sales and information-related campaigns, there is another type of campaign that’s important for the program to run on a continuous basis, which includes program-related communication.

This #loyaltyexpertvoice episode features Bindu Gupta, Head of the Loyalty Strategy Consulting Team at Comarch. In the episode, not only does Bindu talk about the importance of instant gratification and how it’s different from constant gratification,

Every loyalty program requires ongoing care and improvements. What are the crucial elements of day-to-day maintenance of the program? Continuous evaluation and maintaining engagement of members. To help you keep up with this constant monitoring and development of your program, we have compiled a list of specific areas to keep an eye on.

In this episode of the #loyaltyexpertsvoice series, we’re talking about multi-partner loyalty programs.

Although acquiring new members and earning and burning points are the main goals of a loyalty program, there is one more thing to keep in mind: Key Performance Indicators (KPIs). They help you showcase how your loyalty program is working and if it is delivering a solid return on your marketing investment.