As retailers rise to the challenge of engaging with customers through mobile devices, wearables and using in-store beacons, the loyalty industry itself is experiencing a massive period of change.
New companies have emerged onto the scene while others have been acquired by the big players - recognising the importance of loyalty initiatives in the new mobile world.
Yet more are joining forces to offer a complete suite of loyalty reward, data analytics and payments options.
For the supermarket retailers, the challenge is to make choices between initiatives that will differentiate their offering, and move the focus away from the cheapest price - loyalty couldn't be more exciting.
The Loyalty Awards feature companies from throughout Europe, Middle East and Africa region. Two new categories have been added to this year's list - best long-term loyalty programme (EMEA) reflects the importance of a programme that has stood the test of time while best use of gamification to enhance loyalty highlights the importance of loyalty programmes that reward behaviour, not just spend.
The best use of communications in a loyalty programme category now includes social media - an essential part of the communications mix.
Organiser Annich McIntosh told ESM that the loyalty awards will be fiercely fought, but that the winners couldn't be more difficult to predict.
She said: "Loyalty is being reinvented as companies recognise the importance of engaging with customers, encouraging interaction and providing more exciting incentives for spend and return visits. This isn't new, but what is different is that technology in the form of data analytics and use of mobile are making many new initiatives possible."
She added that the old rules of engagement don't necessarily apply anymore. "No-one can be complacent."
© 2014 - European Supermarket Magazine
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