A customer who is no longer anonymous is worth up to 18 times more to the retailers than the average consumer. This is possible thanks to the advanced personalisation achieved based on contextual and behavioural data. The marketers are choosing to use AI technology to build authentic interactions with customers in real time.

Most industries thrive on data. And while the question is no longer whether to invest in data analytics, but rather how to do it effectively, many marketers approach the topic of data science with caution.

The year 2020 has changed the way we think about business, at least for the foreseeable future, and it has made its mark on loyalty programs as well.

Are loyalty programs still attractive? Or could they be? The coronavirus pandemic has shown that investing in loyalty is currently more important than ever. Customer habits have changed, so the approach to loyalty programs should change as well.