This article was created in partnership with Fetch
Creating Lasting Bonds: How Brands Can Connect with Today’s Fickle Customers
Key Takeaways
- Customer loyalty hinges on providing compelling reasons for consumers to stay.
- First-party data serves as the cornerstone of loyalty, facilitating mutual value creation.
- Memorable experiences eclipse mere discounts in forging brand allegiance.
In today’s fast-paced world, consumers have countless options to scroll, swipe, or simply switch to a competing brand at a moment’s notice. The **challenge for brands**? To deliver a **compelling reason** for customers to remain loyal amidst endless choices.
During a stimulating session at the ADWEEK House Cannes Group Chat, co-hosted by Fetch, marketing thought leaders united to explore strategies for transforming fleeting attention into enduring loyalty.
Loyalty Starts in the Consumer’s Hands
Gone are the days when loyalty meant punch cards or accumulating points. Today, it’s a **dynamic scorecard** that updates every time a customer engages. As Robin Wheeler, Chief Revenue Officer at Fetch, pointed out, “We see over **11 million receipts** a day, capturing about **88% of consumers’ monthly purchases**.”
This wealth of **first-party data** is a game-changer. Wheeler emphasized its significance, stating, “We know exactly what every individual is doing across their lives, crafting targeted segments that foster loyalty in an era of overwhelming choice.” The stakes have shifted; loyalty is no longer about keeping customers—it’s about giving them a reason to keep **you**.
What’s Next? Delivering Consistent Value
Brands that rest on past achievements jeopardize customer loyalty. **Jason Acker**, VP of Media at Diageo North America, succinctly stated, “Loyalty isn’t about what you’ve done in the past; it’s about what you’re offering the consumer next.”
For Coca-Cola, that next step is grounded in **credibility**. Robin Triplett, VP of Integrated Marketing Experiences at Coca-Cola North America, succinctly stated, “It’s all about cultivating a **trusted relationship**.”
Mutual Value vs. One-Way Discounts
“Loyalty is fundamentally about **mutual value**,” asserted Melissa Berger, Chief Solutions Officer at Digitas. A one-sided exchange? “That’s merely a discount—not genuine loyalty.”
This sentiment resonates across the industry. **Elaine Rodrigo**, Chief Insights and Analytics Officer at Reckitt, highlighted that true loyalty begins with shared values and delivering promises through superior products, citing brands like Lysol and Dettol. “Building a relationship that shares values is crucial,” she added.
**Allegra Krishnan**, Chief Loyalty and Engagement Officer at McDonald’s, noted that loyalty exists at the crossroads of transactional and emotional benefits. “Our program expresses gratitude to customers in exchange for their data,” she explained.
Data: The Catalyst for Exceptional Experiences
At **Ulta Beauty**, data acts as their “secret sauce.” CMO Kelly Mahoney revealed, “With **45 million active loyalty members**, our data informs every consumer interaction, enhancing personalized experiences that build lifelong loyalty.”
Sharing this principle, **Andy Wells**, Head of Growth Marketing at DoorDash, emphasized how data can be used to guide consumers toward new possibilities with the brand. “We strive to understand their engagement patterns to present the **next best option**,” he remarked.
Understanding consumer ease is essential, as Berger elaborated: shoppers tend to disengage from programs that require too much effort or “doing the math.” Brands should embed rewards into the shopping experience naturally, ensuring value appears effortlessly.
As **Carmen Gonzalez-Meister**, General Manager at Fetch, wisely put it, “Leveraging data requires **nimbleness**—knowing how to react quickly and adapt your strategies based on consumer feedback.”
Captivating Gen Z and Gen Alpha: Beyond Points
Younger generations—Gen Z and Gen Alpha—are redefining loyalty. “**They want rewards** for more than just spending; they’re eager to see their time valued too,” Gonzalez-Meister emphasized. Experience truly outweighs point collection for these audiences.
Ulta Beauty’s Mahoney echoed this sentiment, noting, “Young consumers want to visit our stores as destinations, not just points collection centers. Our focus on event-driven shopping experiences is key to meeting their desire for connection.”
Featured Conversation Leaders
- Jason Acker, VP of Media, Digital, and Consumer Data, Diageo North America
- Melissa Berger, Chief Solutions Officer, Digitas
- Carmen Gonzalez-Meister, General Manager, Food, Beverage, and Pet, Fetch
- Allegra Krishnan, Chief Loyalty and Engagement Officer, McDonald’s
- Kelly Mahoney, CMO, Ulta Beauty
- Elaine Rodrigo, Chief Insights and Analytics Officer, Reckitt
- Zoë Ruderman, Chief Content Officer, ADWEEK
- Robin Triplett, VP, Integrated Marketing Experiences, Coca-Cola
- Andy Wells, Head of Growth Marketing, DoorDash
