This post was created in partnership with Fetch
Key takeaways
- Loyalty today means giving customers a reason to stick with a brand.
- First-party data is the loyalty engine, as is creating mutual value.
- Experiences, not discounts, seal the relationship.
Consumers today have infinite ways to scroll past, swipe away, or price compare a brand out of their lives, and brands now have the daunting task of giving consumers a compelling reason to stay.
During an ADWEEK House Cannes Group Chat co-hosted with Fetch, senior marketing leaders gathered to discuss and compare playbooks for turning fleeting attention into lasting loyalty.
(L-R) Fetch’s Robin Wheeler, Diageo’s Jason AckerLoyalty starts in the consumer’s hands
Loyalty used to be a punch card or points game. It’s now a live scorecard that updates with every tap, scan, or scroll. Robin Wheeler, chief revenue officer at Fetch, opened the conversation by explaining how the rewards platform sees over 11 million receipts a day, and about 88% of consumers’ monthly purchases.
That breadth of data matters. “We know exactly what this person is doing in all aspects of their life,” Wheeler said. Fetch can deliver targeting segments that nurture loyalty over time, vital when “consumers have more and more things to choose from.”
Citing fresh qualitative research run with Digitas, she reframed the stakes: “Loyalty is no longer about keeping the customer; it’s about giving the customer a reason to keep you.”
(L-R) McDonald’s Allegra Krishnan, Ulta Beauty’s Kelly Mahoney, Coca-Cola’s Robin Triplett