VALUE 1 2/3 MILLS
REWARDS FOR FLYER MILES,
LoyaltyTHEN AND NOW
Over the last three hundred years, marketers have worked hard
to develop strong relationships with their most loyal customers.
From tokens of appreciation to loyalty cards to frequent ﬂyer miles,
whether grocery, travel or retail, learn about the most successful
programs that have paved the way for today's digital loyalty campaigns.
THE EVOLUTION OF CUSTOMER LOYALTY STRATEGIES OVER TIME
TOKENS OF APPRECIATION
The ﬁrst loyalty program started in the late
18th century when American merchants offered
copper tokens alongside purchases, which could
then be redeemed for other items in store.
S&H GREEN STAMPS
By the late 1800s, retailers began the transition
from coins to less expensive options for rewards.
S&H Green Stamps – redeemable at various markets,
stores and gas stations – were introduced as early
as 1896. By 1964, S&H printed three times as many
stamps as the U.S. post office!
THE SPERRY AND HUTCHINSON COMPANY
BETTY CROCKER REWARDS
Betty Crocker points that were accrued
from the baking mix's box top marked the start
of brand-speciﬁc loyalty programs honored
at the cash register of various retailers.
By using computerized databases, American Airlines
began rewarding customers as a means to encourage
them to ﬂy exclusively with AA — thus pioneering
the ﬁrst frequent ﬂyer program in history.
GUEST REWARDS PROGRAM
Holiday Inn was the ﬁrst hotel to launch
a rewards program, which was later discontinued
for a brief period, giving Marriott the claim as the
oldest continuously operating program within
the hotel sector.
UK supermarket Tesco launched its Club Card,
spearheading the card-based loyalty program,
using technology to document customer behavior,
and making it possible to reach and reward
customers at an individual level.
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http://bridg.com/blog/history-of- loyalty-programs- infographic
http://www.hotelnewsnow.com/Article/11029/The-history- and-evolution- of-hotel- loyalty4
https://www.sweettoothrewards.com/blog/a-history- of-loyalty- programs
Sociomantic Labs, a dunnhumby company, provides personalized display advertising solutions
to reach audiences online, mobile web and in-app. The company’s proprietary platform enables
the world’s leading digital advertisers to harness the value of CRM and other ﬁrst-party data assets
to deliver individually personalized, dynamic ads for the full customer journey. This results in broader
reach, more new customers and increased loyalty of existing customers.
Want to drive customer loyalty online with Programmatic Streaming CRM?
Contact email@example.com to learn more.
An alternative to card-based programs, loyalty apps
offer easy access to loyalty program rewards,
without having to dig out a card.
New automation technologies increase customers' loyalty
through email and website personalization. Marketing
automation systems integrated with CRM enable:
• Identiﬁcation and monitoring
of customers' behaviors on the website.
• Appropriate customer segmentation
based on interest and purchase data.
• Dynamic content creation on the web,
mobile and social media.
• Dynamic content forms on websites.
• Dynamic frame product on websites.
• Automation selection of communication channels.
PROGRAMMATIC STREAMING CRM
Combining CRM with programmatic technologies enables
advertisers to identify loyal customers — regardless of their
involvement in loyalty programs — in order to execute:
• Specialized retargeting of customers.
• Offers of relevant products and special offers.
• Segmentation according to potential lifetime value (CLV).
• Customized messaging and investment strategies
per customer segment.
HEART REWARDS & LIKES
E-tailers today often reward customer loyalty
based on their engagement on the website
– sharing products and purchases on social media,
customer referrals, email signups or number of visits.