Neiman Marcus set the loyalty program ball rolling when they started InCircle back in 1984. Since then, efforts of retailers show that they’re bent on finding new ways distinguish their loyalty programs from the rest of the crowd. The TANGS Fashion Lifestyle Card presents members with exclusive invites to sale previews and 12% rebate days. On the other hand, there are retail loyalty driving initiatives like the Plus! Programme (Singapore’s largest consumer loyalty program) which lets customers earn and redeem loyalty points when they shop with any of the 67 merchants registered.
Your ability to measure this loyalty and reward the right people largely depends on the story that the analytics tell. But for a story to emerge at all the right plot points have to be present – and these plot points are customer loyalty metrics.