Customer Loyalty: Evolving Expectations and a New Imperative in Retail
Shifting Consumer Behaviors
In today’s rapidly digitalizing world, retailers face increasingly informed and selective customers. Abundant offers and easy price comparisons make retaining loyalty more challenging than ever:
• Price is no longer enough: Consumers expect personalized experiences and value-driven rewards, not just discounts.
• Omnichannel is the norm: Seamless interactions across stores, mobile, and web are now standard.
• Data-driven strategies are critical: Loyalty programs must be managed not only by membership numbers but also by metrics such as Customer Lifetime Value (CLV), purchase frequency, and ROI.
Accenture research shows loyalty program members generate 12–18% more revenue than non-members. According to Antavo’s 2023 report, in some brands, members account for 45% of total sales, while point-redeeming members demonstrate 6.3× higher CLV. Personalized offers drive members to spend 4.5× more annually.
Industry Challenges
• Campaign complexity: Managing hundreds of omnichannel campaigns and tracking performance is tough.
• Data silos: Fragmented customer data hinders a 360° view.
• Lack of personalization: Limited segmentation and analytics restrict tailored experiences.
• ROI uncertainty: 83% of brands confirm positive ROI on loyalty investments, yet those without measurement miss the opportunity.
These insights prove that well-designed loyalty strategies not only build customer relationships but also drive measurable revenue growth.
Turning Loyalty into Revenue with Promni
Meeting these demands requires a robust, data-driven infrastructure. Obase’s Promni delivers:
• AI-powered segmentation and predictive targeting.
• Seamless omnichannel experiences across web, mobile, and stores.
• Flexible reward mechanisms and tiered structures.
• Real-time reporting and CDP integration for measurable ROI.
With 60% of companies prioritizing CLV in their loyalty strategies, Promni helps transform that priority into tangible business outcomes. Loyalty programs are no longer “nice to have”—they’re the foundation of sustainable growth. Research shows loyalty investments can deliver up to 5.2× ROI, and Promni converts customer data into actionable insights that strengthen both revenue and long-term relationships.