The document discusses how customer loyalty programs can be used to promote three types of meaningful brand value: marketplace benefits, personal benefits, and collective benefits. Marketplace benefits refer to value from products/services, personal benefits are how a brand benefits individuals, and collective benefits are how a brand benefits society. The document provides examples of how loyalty programs can demonstrate each of these three values, such as by offering bonus rewards for buying improved products, providing desirable personal rewards, and allowing customers to donate rewards to charities. In conclusion, the document advocates that loyalty marketing can help businesses stand out by focusing on demonstrating these three important types of brand value.

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Promote Meaningful Brand Value with Customer Loyalty Programs

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Click to edit Master title styleIn today’s crowded marketplaces, in which traditional means of capturing customers’ attention has
become more costly and less effective, businesses must learn to redefine their marketing in order to
retain loyal customers. According to a 2015 article in The Guardian, there are three types of meaningful
brand value that can help businesses stand out in marketplaces:
Marketing strategies that focus on these three types of value can establish customer loyalty and gain
market share by engaging, helping and connecting to customers meaningfully. Loyalty marketing—or
marketing through customer loyalty programs—is one of the ways brands can promote all three types of
value.
INTRODUCTION
1. Marketplace benefits: value from products or services
2. Personal benefits: how a brand benefits individual customers
3. Collective benefits: how the brand benefits society

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Click to edit Master title style• Offer online bonus points to customers for purchasing
certain products and they can spend those points in an
online catalog featuring millions of merchandise, event
ticket and travel rewards.
• Not only can loyalty marketing help you push your
products out, it can mutually benefit you and your
manufacturers if you’re a product dealer or distributor in
a sales channel.
• Run regular promotions in your customer loyalty
program, rewarding bonus points to customers for
purchasing your vendors’ products. The marketing
benefits extend to you and your suppliers both, ensuring
that the suppliers continue participating and the loyalty
program earns high returns on investment.
1. MARKETPLACE BENEFITS: OFFER BONUS
LOYALTY REWARDS FOR BUYING IMPROVED
PRODUCTS

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2. PERSONAL BENEFITS: PROVIDE DESIREABLE
REWARDS AND TECH THAT SIMPLIFIES
REDEMPTIONS
• Immense online reward catalogs contain enough items
that everyone can find something extremely desirable
for them, personally.
• Go the extra mile in extending personal benefits to
customers by making loyalty programs available
through mobile apps. Particularly for busy participants
like sales channel dealers, distributors and
contractors, the ability to send purchase validation
instantly through mobile camera and UPC scanning
capabilities drastically cuts down on reward
redemption wait times.
• The more personal benefits participants derive from
your program, the more likely they are to become loyal
customers.

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3. COLLECTIVE BENEFITS: PROMOTE SOCIALLY
BENEFICIAL PRODUCTS AND ALLOW LOYAL
CUSTOMERS TO DONATE REWARDS
• Offer customers rewards for purchasing socially
beneficial products. This increases customer
awareness of your organic, natural, cruelty-free,
locally-made or energy-conserving products.
• Include charities and non-profit organizations in your
reward catalog. In other words, customers can spend
their reward points on donations to organizations
such as the Humane Society or the Red Cross.
• Even if customers choose not to donate their points,
they can see every time they visit your reward catalog
that you are a company that prioritizes investments
in charitable causes and giving back to society.
66% of customers
prefer to do business
with companies that
give back to society
—NIELSEN

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Today’s marketing strategies should focus on demonstrating brand benefits rather than
offering knowledge customers can already access themselves. The best way to establish
differentiation is to prove you can provide brand value a meaningful customer experience.
Loyalty marketing can help businesses demonstrate three important types of brand value
by:
Focus your customer loyalty program marketing strategies on demonstrating brand
benefits and your brand will take a more meaningful hold in customers’ minds.
CONCLUSION
• Providing incentives to purchase improved products
• Allowing B2B dealers and distributors to promote their suppliers’ products
• Offering rewards that have personal value to program participants
• Making reward redemption easier with a loyalty program mobile app
• Promoting socially beneficial products
• Allowing customers to donate reward points to charities & non-profits

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Today’s consumer-conscious
customers expect the following:
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