Over at The Hub, a loyalty marketer observes the brands and loyalty programs that fuel her behavior. While incentives can temporarily increase her purchase frequency, it's the stories that win her heart. She has a suggested process.
- Discover the brand's journey and why customers should join it.
- Invest in customer intimacy.
- Make sure your touchpoints are connected.
- Provide a place for your customers to commune.
- Partner with other brands to serve your customers more completely.
- Keep testing yourself and evolving.
The Hub: The Loyalty Curve, 2011-Dec, by Lauren de Simone