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The Loyalty Expo Magnified the Evolution of Loyalty Programs

Tom Wicka

Last week we exhibited at Loyalty Expo in Orlando, Florida. Billed as a true “voice of the customer,” the show was well attended and offered a great mix of different industry verticals. Interest in our IWCO Direct platform was high.

Since this was the first year we exhibited at Loyalty Expo, we wanted to share our thoughts on two themes that resonated throughout the show floor.

First, loyalty programs have evolved well beyond hotels and airlines and expanded into all verticals of direct marketing. The value of the “points earned” assists many different marketing agendas.  Loyalty programs can – and are – being used to achieve very specific marketing goals.

Secondly, “loyalty” is a very broad term these days. The term engagement has become almost synonymous with loyalty, and isn’t that really what the goal of loyalty programs is about? Attendees at the show spent time talking to us about our ideas for engagement and how loyalty programs can become more relevant to their members to enhance and increase engagement levels. We discussed how you can’t simply put together a points system and expect it to be embraced by members. The rest of the program must be structured to answer the question, “how can I engage more deeply and become more relevant to my members?” The IWCO Direct team offered our thoughts on how to best achieve this ultimate goal.

We estimate about 60% of the customer attendees were there to evaluate the possibility of launching a program for the first time. It was affirming to see so many businesses exploring how loyalty programs can enhance their brand and build their revenues.

-Tom Wicka

link https://www.iwco.com/blog/2010/06/16/the-loyalty-expo-magnified-the-evolution-of-loyalty-programs/
Tom Wicka


Tom Wicka

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