Customer loyalty plays a fundamental role in a marketing strategy. It’s not just a system to award clients, but a journey that a company builds with and for them.
As a result, loyalty can be considered a contemporary version of a narrative agreement: as the reader gives meaning to the words written by the author through the reading of the text, also the client enriches the relationship with a brand through his purchase experiences, choosing how to get in touch (online or on-life) and which products represent him the most.
Monitoring and understanding these actions gives a brand the opportunity to redefine its activity according to the real needs of its clients: from the offer of products and services to the concept of its stores.
It will be the more and more important for companies to know who their clients are, what are their habits and what they like, in order to engage them stimulating a new conversation, enriched by relevant contents and personal experiences.