The Latest 

19 January 2021: Salesforce has added a customer loyalty management module to its Customer 365 Platform. The new module allows organisations to define and deploy programs for incentives and rewards, linked to customer data held within the core Salesforce and customer experience platform.

Why it’s Important

During the pandemic and related lockdowns, digital service delivery has surged. More significantly, as consumers adopted more online service delivery, they also tried out new brands. McKinsey estimates that 80% of US consumers stuck with their new channels, with digital customer loyalty programs being a significant force in this trend.  

Who’s impacted

  • CMO
  • Sales executives
  • E-commerce teams

What’s Next?

While data for Australian consumers' adoption of digital channels and digital loyalty programs is not readily available, anecdotal evidence from discussions with IBRS clients and from well established online retailers such as Kogan and Woolworths, suggests Australia has also seen a similar pattern to that of North America, though perhaps not as pronounced.  

Loyalty programs will likely become a key differentiating factor for brands to maintain repeat business as more (niche) Australian retailers take up digital channels to meet their client demands. Organisations should begin to explore how digital loyalty programs can:

  • drive repeat and regular online engagement 
  • build brand awareness and affiliation, and 
  • increase life-time-value measures.

Related IBRS Advisory

  1. CRM modernisation Part 1: Strategy, planning & selection
  2. CRM modernisation Part 2B: Creating a customer experience strategy
  3. Positive customer experiences must lead digital transformation