The videos below were produced in collaboration with
The Loyalty Programme Optimisation Guide
Download The Loyalty Programme Optimisation Guide to learn about the latest loyalty trends, key strategies to optimise your loyalty programmes and how to turn loyal customers into superfans.
“It is amazing how many people love the KFC brand. They are already very loyal, they love the chicken itself and they come back all the time. And this pent of demand, you know, we were setting our target, like how many we should do in the first year? In the first month alone we did a million customers.”
Paul Tuscano,
Chief Digital Officer, KFC
“In the context of loyalty, it is the interplay of rational with emotional attributes. And I think a lot of brands get the rational ones right. (...) It's the pricing, it's the convenience, it's the service, it's all of that. We all expect that as customers. But (...) the emotional side of things (...) is quite challenging. We would talk about things like brand love - how do we build and create brand love?”
Simon Jeffs,
Principal Marketing Strategist, Marigold
“Big L Loyalty is brand love and that's where the person has an emotional connection with your brand and when people have that kind of experience or that kind of relationship with your brand, they forgive you when you mess up (...) You don't want to plan for messing up, but brand love buys you a lot of good will with a customer.”
Michele Fitzpatrick,
VP, Global Strategic Services, Marigold
“There are two types of gamification. Adding the game into the loyalty program as engagement tool and rewarding as part of the program, (...) the next level up from that (...) is to turn the program itself into more of the game mechanic. So you're playing into the psychology of game theory with your customers.”
Nicki Helfet,
Loyalty Consultant, 30 under 40 Loyalty Royalty
“All this data they had all over the place was meaningless. Now they can pull it together because they can hang it on the back of the loyalty program. Ultimately, they got a single view of the customer whilst they are operating about 20 different brands.”
Amanda Cromhout,
CEO and Founder, Truth Loyalty Consultancy
“Lots of marketers (...) believe that complexity equals impact. This is not always the case because if you don't have the proper foundations that are building on the data you collect, to start injecting it into those automated flows, (...) you're going to increase the complexity without necessarily coming a step closer to your customers. That's why we are saying start simple and evolve with time.”
Georgia Gkolfinopoulou,
Marketing Strategist, Marigold
“For a business like Halfords, the weather has a big impact on what we do (...) it's hard to predict until the last minute and also because of that, the general behaviour that we see from customers is they react to what the weather is doing, as opposed to proactively preparing for that weather. The timing has to be spot on."
Matt Storey,
Group CRM Manager, Halfords
Make people feel seen, not sold to
Marigold’s Relationship Marketing solutions – cross-channel messaging, loyalty, data acquisition, and dynamic content – are designed to help brands create lasting relationships with their customers.
Create highly personalised offers your customers will love
More than just points: provide personalised rewards based on status
Level up your segmentation efforts: edit your segments to ensure you’re delivering the right messages to the right customers at the right times
Tie loyalty to revenue: ensure profiles are updated with purchase and redemption activities as they happen, enabling real-time reactions to occur per your program’s specifications
Drive loyalty with secure technology: Marigold Loyalty safeguards customer and company information through industry-leading data encryption, strict security standards, and compliance with SOC 2 Type 2, CCPA & GDPR