Where points miss the point with customer loyalty and engagement

Why do buyers stick with certain brands? It’s simple: they find ongoing value at a price they are willing to pay. Yet, that’s not how many marketers are continuing to manage their loyalty programs. Instead, they’re stuck in a loop, banking on rewards points and mediocre discounts that customers often forget about. Loyalty programs today are missing the mark, becoming stale and ineffective due to a failure to grasp what truly drives loyalty: a consistently fulfilled brand promise within a unified customer experience that makes it easy to make a purchase or and targeted loyalty benefits that solve a problem.