Open Loyalty Team Published Another Edition of the ‘Loyalty Programme Trends’ Report.

The 2021/2022 report, developed by the Open Loyalty team from Divante, an OEX Group company, provides a thorough analysis of loyalty programme marketing challenges and trends.   ‘Loyalty Trends 2021/2022 is the second edition of our global survey. The report is dedicated to the goals, investments and challenges related to loyalty program marketers in the coming years. We also gathered predictions for the future of loyalty programs. The publication was prepared in cooperation with 112 experts working for global brands,’ said Karl Bzik, Co-founder, CPO of Open Loyalty   Experts invited to co-write the report identified three most important near-term goals of loyalty marketing: customer lifetime value increase, more customer acquisitions, and customer churn reduction. Companies see opportunities to increase their revenue and to boost overall interest in their brand and products in the use of cutting-edge marketing and technology solutions.   Among the trends discussed which, according to the experts, will have the biggest impact on marketing development over the next 2 to 3 years, there were mobile payments, paid subscriptions and predictive analysis . There is also a rise in the importance of gamification, i.e. the use of mechanisms similar to those we can observe in games. Among the trends with a lesser impact on the potential development of loyalty marketing were mobile apps, mobile wallets and the Big Data.   According to the experts, among the investments most relevant to the marketing strategy we can include, without limitation, mobile applications (despite their notable decline in the earlier category), marketing automation, predictive analyses, recommendation systems and Business Intelligence.   The report also presents companies that successfully implement innovative solutions in the area of loyalty programme marketing. Among those mentioned there were companies involved in various industries, including retail, petrol stations, supermarkets and food chains, restaurant chains, airlines, hotels, financial companies, banks, and manufacturers of FMCG products.