Perfecting Personalization: Boardrooms More Involved In Loyalty Programs, Promotion Strategies (New Report)

Marketers have long been the ones steering the brand-loyalty conversations, working on the front-lines to foster loyalty from customers as well as behind-the-scenes to make it a priority for others in the organization.

Now, according to new research on personalization and marketing incentives from Talon.One and Harvard Business Review Analytic Services, they are increasingly a “boardroom conversation.”

“As customer expectations climb and brand loyalty becomes harder to earn, C-suite leaders are rethinking the role of loyalty and promotions in their business’ growth strategy,” writes Talon.One founder and CEO Christoph Gerber. “What used to be seen as tactical or transactional is now recognized as a powerful lever to shape behavior, build long-term value, and differentiate in a crowded market.”

In its survey of C-suite executives, Talon.One found that more than three-quarters (77%) say customer loyalty programs are highly important to their leadership team, with 71% saying the same of promotions and discounts. Perhaps because of that importance, 61% say they’re looking to update the software tools used in their loyalty strategy.

“Many businesses say they want to personalize their loyalty programs and promotions — but they struggle to turn that ambition into action,” writes Gerber about the trapped, siloed data. “Yet for the businesses that do overcome those barriers, the results are undeniable.”

(Source: Talon.One)

The research found that 62% of those that personalized discounts saw increased sales, 47% saw a rise in customer loyalty, and 44% saw improved customer experiences.

“It’s not just about personalized messages or channels — it’s about personalizing the offer itself,” writes Gerber. “To make that possible, businesses need the right foundation: unified tools, flexible architecture, and real-time access to customer and context data. The brands standing out are the ones making personalization count: where it drives behavior and builds value, not just awareness.”

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