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Loyalty 3.0: Where consumers become owners

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In the beginning, loyalty was more about making the consumer jump through hoops than anyone displaying loyalty to anything or anyone. As soon as you’d ‘earned’ that free donut/drink etc, you likely never went back as your account was zeroed out and you were functionally a non-regular once again. Not really a solid foundation of mutual respect and trust, but effective nonetheless in certain cases. Loyalty 2.0 put the controls more in the hands of the consumer — or at least struck a balance of interests between company and consumer. Personalization, enabled by the digitization of everything and the rise of mobile, became a requirement and even table stakes in certain segments. Many of us can’t remember queuing in line for our coffee or anything else. Now it’s in-app, paid with a tokenized card on file, and our points are in our loyalty account before our latte goes cold. It’s a win-win and it works. Done right, Loyalty 2.0 is extremely effective in driving critical business value for an

Loyalty 3.0: Where consumers become owners - Unusual All Posts April 6, 2022 Blog 5 min read Loyalty 3.0: Where consumers become owners In the beginning, loyalty was more about making the consumer jump through hoops than anyone displaying loyalty to anything or anyone. As soon as you’d ‘earned’ that free donut/drink etc, you likely never went back as your account was zeroed out and you were functionally a non-regular once again. Not really a solid foundation of mutual respect and trust, but effective nonetheless in certain cases. Loyalty 2.0 put the controls more in the hands of the consumer —

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