![]() Overall, what these programs have in common is a unique structure and approach to loyalty that doesn’t allow an ‘apples to apples’ comparison with established categories. Not constrained to typical rewards structures (i.e., points and discounts), Emerging Platforms strive to encourage member engagement through greater value transactions-not by tiered or multi-step processes. ![]() Consumer motivators emerge at different, and sometimes varying, levels. In fact, Emerging Platform programs embrace neutrality to create value for consumers.ģ. They typically promote many brands-even some that may be competitors. The programs are often not tied to a specific company or brand. The programs focus on “exchanges” instead of “earnings.”Ģ. Instead of a ‘spend x, get y’ approach, benefits revolve around timing and consumer responsiveness. Consumer interaction and rewards are driven by immediacy, not necessarily by accruing points. Three essential components put these programs in a separate consideration set:ġ. Instead, the Emerging Platforms category includes large e-commerce programs like Amazon Prime, daily deal marketers like Groupon and point aggregators like. ![]() Although Emerging Platforms was identified as a category for the first time in the 2015 Colloquy Loyalty Census, how it grows and evolves over the next few years bears watching.Įmerging Platforms primarily comprise the programs that don’t fall into the two established types-proprietary and partnerships. The highly competitive ‘jungle’ of the loyalty marketing industry has a new species: Emerging Platforms.
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