Will loyalty programs gain renewed value in a cookie-less era

Brands from Sephora to Red Lobster are revisiting their rewards strategies amid tighter ad-targeting restrictions and greater demands for data privacy. Loyalty programs existed long before personalization and one-to-one marketing bubbled up as buzzwords, but the emergence of fresh digital channels and evolving privacy regulations suggest they may become paramount to brands. A KPMG study from November 2019 found Australia, Italy and Canada have the highest rates of loyalty program adoption, with more than half the population making purchases that earn rewards at least several times a week. The U.S. isn’t far behind, however, with 42% of consumers doing so. Read more…