Highly targeted campaigns make a loyalty program work

COLLOQUY Director Kelly Hlavinka addressed a major question posed by the census results: Does the participation data mean the loyalty empire has reached a saturation point? "Loyalty memberships are flying dangerously high. Fat membership roles may look good in a press release, but active loyalty program members are the only members who count," said Hlavinka. "Marketers must adopt highly targeted enrollment strategies and allocate resources where they accomplish the most good. That means enroll the right customers, drive active participation programs, employ reward bonuses selectively and use loyalty data throughout the organization to increase customer insight."