The Latest on Loyalty

In the first article, Brand Strategist Matilda Kivelä discusses how brands are shifting from product-focused approaches to community-centered ones, driven by the importance of connections in a post-pandemic world, particularly among younger consumers, and emphasizes the role of brands as enablers of meaningful connections rather than transactional sellers.

In the second article, Design Director Annika Bruyesten discusses the key elements of crafting an effective loyalty program, highlighting the importance of understanding and aligning with your target audience's needs, identifying key behaviors to encourage, choosing effective strategies and incentives, and adopting a portfolio approach to build strong and mutually beneficial consumer-brand relationships.

In the third article, Data Scientist Janne Sinkkonen delves into the complex relationship between data, loyalty, and the challenges posed by automation and optimization in the digital age. He also raises ethical and societal concerns regarding the use of data and the impact of optimization on individuals and society.

In the fourth article, Principal Consultant Olof Hoverfalt explores the future of loyalty in fashion retail and emphasizes the need for a shift in the fashion industry towards sustainable and consumer-centric loyalty models that go beyond the point of purchase and consider the long-term value of garments.

In the last article, Tech Lead Dirk Geurs discusses the technical and organizational implications underpinning the evolution of loyalty programs beyond simple point systems and discounts into complex ecosystems.