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For B2C Marketing Professionals

The Psychology Of Points

Landscape: The Customer Loyalty Playbook

May 8, 2019

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This is the Landscape report in The Customer Loyalty Playbook For 2019.

Why Read This Report

Brands across industries pump millions of dollars into loyalty programs that offer the same mix of points, discounts, and material benefits. But do they capture the hearts and wallets of empowered consumers? This report uses Forrester Analytics Consumer Technographics® research to explain how consumers perceive loyalty programs and what B2C marketers need to do to improve their programs' ability to drive emotional loyalty. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

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Table of Contents

  • Your Loyalty Program Isn't Special
  • Start With The Customer To Build A Better Value Proposition
  • Balance Consumers' And Brands' Desires In Your Program Design
  • Recommendations

  • Test A New Reward Option
  • Supplemental Material
  • Related Research Documents

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