#Hashtags, The Gartner Marketing & Communications Podcast Rethinking Your Loyalty Program — With Halle Stern
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Mar 22, 2023 Halle Stern is an Analyst at Gartner, specializing in customer understanding and loyalty programs. In this engaging discussion, she reveals how brands can innovate their loyalty strategies by prioritizing experiential benefits over simple discounts. Stern emphasizes the importance of connecting with customers on a deeper level, especially in an era where younger generations value experiences. She also explores how community-building initiatives can enhance loyalty programs and discusses the future of these programs amidst changing consumer expectations.
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Program Saturation Lowers Impact
- Consumers belong to many loyalty programs, so most programs now meet expectations rather than exceed them.
- Brands must find new ways to stand out beyond transactional rewards to deepen customer connection.
Experiential Earning Defined
- Experiential earning lets customers earn rewards through nonpurchase actions like reviews or content downloads.
- This creates touchpoints outside transactions to keep the brand top of mind.
Trivia Nights And Check‑Ins As Rewards
- A client awarded points for checking into locations and joining virtual trivia nights that could be redeemed later.
- That pilot used nonpurchase activities to deepen engagement and drive future purchases.