While the idea of rewarding consumers for engaging with brands beyond purchase isn't new today, it hasn't been universally adopted, leaving an important part of a customer's relationship with a brand unaddressed. Rewarding engagement brings exciting opportunities to connect with customers and push the relationship to something more than transactional. However, it has some "watch outs" that can easily be missed. After 3 years in this space, AARP has learned a lot about what makes engagement-based loyalty structures viable, as well as the challenges. SVP, Digital Marketing Strategy Nataki Edwards will share with attendees some of those pitfalls, surprising wins, and lessons learned about playing in the field of engagement loyalty.
Key takeaways:
- Customers don't view engagement-based programs as "free" - they place a value on their time and attention and want rewards that deliver equally.
- There are unintended consequences of passive rewarding that impact the customer and the brand.
- Approaches that drive engagement with content can still feel transactional.
- In order to stay relevant, programs must evolve to address changing customer needs and optimize the customer experience.