gianfranco cuzziol

Imagine a game of catch - the loyal consumers are the throwers, and their preferred brands are the boomerangs. They believe, in their steadfast allegiance to a brand, they've reached a loftier standard of expectations. They've wagered their trust, their resources, their loyalty, and in return, they anticipate superior service, an empathetic understanding of their needs and prompt, personal resolution when problems appear.

In fact, when the consumer throws the boomerang, they expect it to return with sugar on top!

But, does this expectation reliably align with the real world? Regrettably, the answer frequently wavers between a yes and no. The inability of brands to meet these elevated expectations doesn't merely lead to dissatisfaction; it also threatens to send the boomerang off its anticipated return path. Members want more than simple recognition of their loyalty; they yearn for the acknowledgement of their value, their significance to the brand.

Ignoring this crucial fact is to misinterpret the essence of the Boomerang Effect. Those brands that navigate this effect successfully are the ones understanding the principle of give-and-take, acknowledging that loyalty is a mutual journey. Yet, brands often overlook this, letting the boomerang drift off course, and thus run the risk of losing the thrower in the process.

Before embarking on making bold claims about any loyalty or recognition program, brands must ensure that they don’t make promises they can’t keep and break the trust they seek from consumers.

trust:

‘the confidence that someone or something will deliver on a promise or behave as expected’

Imagine walking into a store where the sales associate remembers not just your name, but the exact items you’ve been eyeing online. This seamless, frictionless experience is what omnichannel marketing promises. But behind the sleek tech and data-driven personalisation, are companies truly solving for the customer’s needs, or simply keeping up with a trend? 

But asking the question ‘what is the point?"—challenges us to think beyond the mechanics of omnichannel marketing. It’s not enough to simply be on every channel because “everyone is doing it.” The heart of omnichannel success lies in understanding what customers really want: continuity and personalisation that transcends individual touchpoints. 

The Promise of Loyalty in an Omnichannel World 

Customer loyalty in an omnichannel environment isn’t just about rewards points. It’s about building relationships that are personalised, engaging, and, most importantly, consistent. In fact, 75% of customers expect consistent interactions across all channels, and when businesses can deliver, they stand to gain significantly. Research by McKinsey has shown that customers who have a seamless omnichannel experience with a brand tend to spend 15-30% more over time.  

But it’s not just about spending more. Omnichannel customers are more likely to become brand advocates. The loyalty that stems from a well-executed omnichannel strategy translates into higher retention rates, which can boost profitability by 25-95%, according to studies from Bain & Company. This means that the business not only wins in the short term but builds long-term resilience in a competitive market.  

Why Do Customers Want Omnichannel?  

What do customers actually want? It’s simple: they don’t want to repeat themselves. Imagine calling customer service after browsing online, only to have to recount your entire shopping history. Frustrating, right? 73% of consumers feel that a company's experience is the most important factor in their purchasing decisions. They expect brands to understand them, anticipate their needs, and solve problems with minimal friction.  

For marketers, the real challenge isn’t always about adopting omnichannel capabilities—it’s using them wisely. Being omnipresent is not the goal. Rather, it’s about creating an ecosystem where each touchpoint enhances the customer journey. Whether that’s a personalised recommendation via email, a smooth checkout process online, or remembering a customer’s preferences in-store—every interaction should build on the last.  

Building Loyalty, Brick by Brick  

The future of omnichannel marketing lies in merging data with empathy. We have the tools, from sophisticated CRM systems to advanced AI algorithms, but the real magic happens when brands use these tools to genuinely serve the customer. When a brand can anticipate, remember, and reward its customers across every channel, loyalty becomes the natural by product.  

So, what is the point? The point is loyalty. Not the transactional kind that comes from a discount code or a free coffee, but the deep, lasting loyalty that’s born out of trust, consistency, and genuine value creation.  

The Role of Customer Feedback and Data Analytics in Loyalty Programs

Customer feedback and data analytics are crucial in refining loyalty programs, serving as the "senses" that gather and interpret information. Customer feedback provides direct insights into customer sentiments, preferences, and experiences, helping identify issues and areas for improvement. By actively listening to customers, businesses can tailor their loyalty programs to meet specific needs, such as offering personalized rewards over generic ones. This customization increases customer satisfaction and retention.

Data analytics offers a quantitative view of consumer behaviour, allowing businesses to segment their customer base, track spending patterns, and measure engagement levels. This data helps identify high-value customers and create targeted campaigns that maximize the impact of loyalty programs. Predictive analytics can forecast future behaviours, enabling proactive strategy adjustments to stay ahead of customer expectations.

Combining customer feedback with data analytics provides a comprehensive understanding of customer motivations and actions. Feedback reveals why customers behave a certain way, while analytics shows what they are doing and how. This holistic approach helps design loyalty programs that are both data-driven and empathetic, ensuring they remain relevant and valuable to both customers and the business.

Enhancing Loyalty Programs through Omnichannel Strategies

Omnichannel strategies significantly enhance the effectiveness of loyalty programs by creating a seamless, integrated customer experience across various touchpoints. Consistency across online, in-store, and mobile interactions strengthens brand loyalty, as customers expect the same level of service and rewards regardless of how they engage.

Omnichannel approaches also enable personalized interactions by collecting data from multiple channels, allowing businesses to tailor rewards and communications to individual customer preferences. Real-time engagement is another benefit, where customers can instantly redeem offers received via email through an app or at a physical store, enhancing the overall customer experience.

Furthermore, omnichannel strategies increase convenience by offering multiple engagement options, making it easier for customers to participate in loyalty programs and earn rewards. They also help businesses track and measure program success more accurately, allowing continuous refinement and improvement.

Adapting Loyalty Programs for Millennials and Gen Z

Loyalty programs are evolving to meet the expectations of millennials and Gen Z, who value tech-savviness, personalized experiences, and brands that align with their values. Digital integration is key, with many programs now accessible through mobile apps, providing seamless, user-friendly experiences. Personalization is another focus, leveraging data analytics to offer tailored rewards and recommendations based on individual preferences.

Social and environmental responsibility is crucial for these generations, leading loyalty programs to include options for donating points to charitable causes or offering eco-friendly rewards. Gamification, through elements like challenges and leaderboards, adds an interactive and fun dimension to loyalty programs, increasing engagement.

Instant gratification is important for millennials and Gen Z, prompting loyalty programs to offer immediate rewards and benefits, such as instant discounts or exclusive event access, keeping members continuously engaged and motivated.

Maintaining Consumer Loyalty in a Competitive Market

In a market characterized by changing fashion trends and consumer preferences, brands must be agile and innovative to maintain consumer loyalty. Staying ahead of trends through market research, social media monitoring, and influencer collaborations is essential. Personalization, achieved through data analytics, helps brands offer tailored recommendations and customized shopping experiences.

Quality and consistency in products build trust and reliability, encouraging customer loyalty. Engaging with customers through social media, events, and loyalty programs fosters a sense of community and belonging. Exclusive benefits, such as access to new collections or special discounts, make customers feel valued and incentivize repeat purchases.

Sustainability and ethical practices are increasingly important, with many consumers preferring brands that commit to environmental and social responsibility. Aligning with these values helps build stronger customer loyalty.

As a film buff, I enjoy movies through various lenses—be it storytelling, cinematography, or even marketing strategies behind film releases. This can be particularly useful when thinking about how to craft narratives for brands or engage audiences emotionally, much like filmmakers do.

One film I re-watched after first coming across it a few years ago was "The Cabin" (original title: La Cabina), a 1972 Spanish short film directed by Antonio Mercero. The story revolves around a man who becomes trapped inside a telephone booth in a busy public square. At first, passers-by attempt to help him, but their efforts are in vain, and soon the situation becomes a spectacle, attracting a crowd.

As the day progresses, the atmosphere shifts from humour to horror. The trapped man is eventually taken away, still enclosed in the booth, by a group of workers. The film concludes in a mysterious and unsettling manner, revealing a warehouse filled with other phone booths containing dead or missing individuals, amplifying the sense of dread and helplessness.

La Cabina is known for its surreal, Kafkaesque tone and exploration of themes like isolation, societal indifference, and existential anxiety.

In the context of customer data, La Cabina can serve as a metaphor for the modern relationship between consumers and platforms like Google, Facebook etc, which offer functionality in exchange for personal data.

The man trapped inside the cabin could be seen as a representation of consumer data—initially, the individual enters willingly, much like users who freely share their information to access services. However, as time passes, the person finds himself stuck, unable to escape or control his situation. Similarly, consumers often find their data locked into systems and platforms, losing agency over how it’s used or where it goes.

The initial attempts of passers-by to help can be seen as the public’s growing awareness of data privacy issues. However, just as in the film, these efforts often fall short due to the complexity of the system. Indeed, some of the spectators profit from the event - checkout the tall man behind the pastry boy. Eventually, the man is taken away in the booth, much like consumer data being transferred, sold, or processed beyond the individual's control or awareness. The eerie ending, with the warehouse full of other trapped booths, reflects the vast repositories of data collected by corporations, showing how widespread and inescapable the issue is.

This metaphor highlights the dangers of unchecked data collection and the feeling of helplessness consumers might experience when they realize the extent to which their personal information is used, often without clear consent or understanding. It underscores the importance of transparency, control, and protection when dealing with consumer data in today's digital age.

The film can be seen on my YouTube channel

This post was inspired by the Ethical Commerce Alliance