The number of potential loyalty touchpoints where consumers can connect with their favorite retailers, restaurants, and more has grown exponentially. For loyalty programs looking to take full advantage of all of them, that can be a double-edged sword. On the one hand, think of the loyalty opportunities. On the other hand, think of the integrations required.
These actions are all opportunities for brands to communicate and build relationships with their loyal customers, so your loyalty program needs to be integrated with as many of them as possible, but can your loyalty program handle these integration demands?
Finding the Touchpoints that Matter
Consumers travel across countless touchpoints every day. To compete you need to be able to offer your loyal customers the same level of personalized treatment everywhere they move — across devices and the physical and digital worlds — and this is only possible if your technology architecture is equipped to handle multiple, seamless integrations.
In today’s landscape that includes search, social, email, mobile, or POS, and even online ordering. Focusing on the ones that mean the most to your target audience is a good place to start, but ultimately being able to integrate all possible touchpoints with your loyalty program is necessary to compete in this ever-changing space.
If your program isn’t able to keep up, you aren’t alone. Gartner’s L2 2017 Intelligence Report on loyalty found many brands still fail to integrate their loyalty programs digitally — only 18 percent incorporate loyalty features beyond program information. Additionally, struggles with low program visibility and clunky digital interfaces are not uncommon, ultimately this oversight diminishes the impact of what these programs have to offer. Companies who are able to master these integrations are pulling ahead in the loyalty race.
To keep up with these growing demands, your loyalty vendor needs to:
1. Support both batch and real-time integration scenarios. Your vendor should be able to ingest/import orders, email and survey responses, store visits via flat file imports and real-time API calls.
2. Handle high volume and throughput. Even a medium-sized 100-store chain can generate a million orders, line items, and qualifiers on a nightly basis. Your vendor should be able to simply ingest/import all your orders and all the order line items and order line item qualifiers (e.g. color, size, etc.).
3. Be flexible. Your loyalty vendor should be able to accept data in your format and your structure, and with minimal configuration, load that data for use in the loyalty program.
If you’re ready to learn more about upgrading your loyalty solution with sophisticated integration capabilities, contact us at stellarloyalty.com or schedule a meeting with Stellar Loyalty to learn more about creating a modern loyalty program with truly stellar results.
Download The Essential Guide to Modern Loyalty Programs to learn more about navigating the changing loyalty landscape and see how your program stacks up in this very competitive space with our Loyalty Report Card. Get your copy here: