The 1980s: A Milestone for Vertical-Specific Loyalty Models

The 1980s marked a significant turning point in the development of loyalty programs. During this decade, businesses introduced vertical-specific models, focusing on particular industries like aviation and hospitality. Frequent flyer and hotel rewards programs were designed to reward loyal customers and gather invaluable data[4].

The Frequent Flyer Revolution

Widely regarded as the precursor of the modern era of loyalty programs, American Airlines’ Frequent Flyer program was launched in 1981. It broke new ground by offering “miles” for every flight taken, which could be redeemed for free flights or upgrades. The program leveraged sophisticated databases, allowing customers to track their miles and earn bonuses for reaching particular milestones[4].

Dual Benefits: Consumers and Businesses

While it’s apparent that loyalty programs offer numerous perks to consumers—such as discounts, free products, and exclusive events—they also serve as strategic tools for businesses. Analyzing customer participation and preferences helps companies refine their business models, identify strengths and weaknesses, and innovate new products or services[4].

Loyalty Programs as Economic Stabilizers

Another salient feature of loyalty programs is their ability to safeguard a business during economic crises. Offering discounts and other incentives, such programs encourage customer retention and spending, providing a financial cushion for businesses[6]. For instance, during the 1980s recession, American Airlines’ Frequent Flyer program not only survived but thrived, proving to be one of the most successful programs ever[2][6].

More Than Just Rewards: Data and Insights

Although they may seem merely to reward customer loyalty, modern loyalty programs are primarily designed to acquire data. Every interaction provides invaluable customer information businesses can use to gain deeper insights into consumer behavior and preferences[7].

Late 1980s: Birth of New Movements

The late 1980s witnessed two critical movements in loyalty programs that are still growing. First was the introduction of coalition loyalty programs, allowing customers to earn rewards across multiple brands. Second, the era marked the emergence of non-transactional loyalty programs, which extended tips for customer actions beyond purchases, such as social media engagement and reviews[3].

The Cultural and Psychological Impact

Loyalty programs have also left an indelible mark on culture and psychology. They have altered our perception of brand loyalty and consumerism, making loyalty cards and rewards apps ubiquitous in modern life[1].

The Resilience and Future of Loyalty Programs

In conclusion, loyalty programs have proven to be more than just marketing tactics; they are complex frameworks impacting consumer behavior and business strategies. They also serve as a bulwark against economic downturns and a tool for generating critical consumer data. These benefits make them essential for the sustainability and growth of businesses across industries.

Whether through the pioneering frequent flyer programs of the 1980s or today’s data-driven, AI-enabled systems, loyalty programs remain an integral part of the business landscape. They are an enduring testament to the symbiotic relationship between consumer behavior and business innovation.

References

1. Moving Your Loyalty Program Out of the 1980s – CSP Daily News
2. A brief look into How Economic Crises affect Loyalty Programs – The Media Bulletin
3. The History of Loyalty Programs, Part One – Kobie Marketing
4. The History of Customer Loyalty Programs – Stuzo
5. The True History Of Loyalty Programs – Loyalty Reward Co
6. Build Customer Loyalty After Crisis: Loyalty Programs as a Lifeline – Zinrelo
 

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The company places great importance on building lasting relationships with consumers, resulting in a growing base of loyal customers. They organize numerous marketing campaigns and social media contests with attractive prizes. Following the brand’s communication, customers can also come across promotions allowing them to purchase selected pairs of shoes at lower prices. Additionally, the brand provides customers access to consultants and their expertise through phone, email, and chat. They offer free, speedy order shipping, various delivery options, and payment methods.

“Beautiful, durable, and original shoes can be a wonderful gift for our loved ones. However, choosing footwear for someone can be doubly challenging. On one hand, we need to know the recipient’s taste and on the other hand, their exact foot measurements. Even if we know the size, we may still struggle to find shoes that fit the individual perfectly. That’s why we introduced gift cards to our offer, allowing our customers to give their loved ones a unique present while giving them complete freedom to choose the type, color, and size of the footwear. This ensures that the gift will succeed,” explains Dariusz Gawryś, Financial Director at ARTIMOD SA (formerly VENEZIA Oganowska Nachiło sp.j.).

Venezia Gift Cards – an exclusive gift

Implemented by Sparta Loyalty, the gift cards available for purchase and use at both Venezia and Unisono brick-and-mortar stores, as well as their online shops (www.venezia.pl and www.unisono.eu), come in denominations of 50, 100, 250, or 500 PLN.

“The gift card can be used multiple times until the balance is depleted. When the purchase value exceeds the amount on the card, customers can simply pay the remaining amount. The gift card is valid for 12 months from its activation date. The current card balance can be checked at any time directly in the physical stores or on the Venezia and Unisono websites,” explains Tomasz Wawrzynów, CEO of Sparta Loyalty.

When designing the solution for Venezia, we focused on the continuously growing popularity of the omnichannel model, which provides customers maximum freedom and convenience in their shopping experience. The consumer chooses where to redeem their gift card and whether to make a purchase in-store or online.

Venezia gift cards are also visually appealing. Through the use of subtle, elegant colors, they become an exclusive gift for anyone.

Learn more about gift cards on the website: [https://kp.venezia.pl/karta-podarunkowa/#/](https://kp.venezia.pl/karta-podarunkowa/#/)

SUMMARY

• Sparta Loyalty has collaborated with Venezia to implement gift card solutions that can be purchased and utilized in both Venezia’s physical stores and online shops.
• The gift cards, available in denominations of 50, 100, 250, or 500 PLN, allow customers to choose where and how they want to redeem them.
• Sparta Loyalty’s omnichannel approach ensures customers a seamless and convenient shopping experience, allowing them to use gift cards in-store or online according to their preference.
• By leveraging Sparta Loyalty’s technology and expertise, Venezia enhances customer satisfaction and engagement through personalized gifting options and the ability to check the card balance quickly.
   

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R-GOL.com is the largest football store in Poland. It offers a tremendous selection of equipment from all major manufacturers, professional service, and attractive prices. Today, thousands of football lovers use the store’s assortment – the youngest, with a special KIDS zone, as well as amateurs and professionals.
 

They can buy football products in the constantly developed online store and brick-and-mortar outlets, including a multifunctional football training and entertainment center in Warsaw.

R-GOL.com focuses on good relations with customers. That’s why it offers free express shipping, gifts with the purchase of shoes, embroidered studs, and prints on clothing. For this reason, he introduced gift cards, which are convenient to use, because they are available in the omnichannel model.
 

– A store selling sports accessories often attracts consumers who are passionate about a particular sport. These are usually customers who are very aware of what they need. In addition, the owners of a large part of the accessories are often used in a given sport. In this case, the inclusion of gift cards has two essential goals. First of all, it becomes an excellent solution for those who want to give a footballer something special but need to know which items from the collection are already available for sale. Secondly, it is also a help for football enthusiasts who want to attract friends or family to their world – explains Filip Zajdel, Business Development Manager at Sparta Loyalty.
 

Gift cards R-GOL.com
 

For the needs of the R-GOL.com store, we have prepared and implemented a system that manages the offer of gift cards – physical and electronic, with unique graphics. Cards are available in the omnichannel model – so they can be purchased and used in any sales channel – online store or physical outlet. This gives card users much freedom and allows them to choose the most convenient purchase form. It is also an excellent convenience for buyers of such a gift – the card can be purchased without leaving home and, within a maximum of 10 minutes, have it in the e-mail inbox.
 

The essential advantages of R-GOL.com gift cards that Sparta Loyalty has helped create:
 

• Purchase of the card is possible online and in stationery stores
   
• card value from 20 to 2000 PLN
   
• card valid for 12 months
   
• shopping with a gift card in stationary and online stores
   
• e-gift cards sent immediately to the indicated e-mail address
   
• The value of the card or the amount remaining on it can be checked on the store’s website by entering the card’s PIN and barcode
   

More information about the cards can be found at R-GOL.com: https://www.r-gol.com/strony/karty-podarunkowe

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Since 2008, the company has been offering its customers the renowned LOTOS Navigator loyalty program. Recently, it decided to adapt the program to the ever-changing expectations and requirements of customers and henceforth launched a modern mobile application, with tremendous success.
 

A holistic loyalty platform

The platform in itself is a comprehensive solution supporting the operation of the Navigator loyalty program which was built on the Sparta Loyalty Platform. It allows, among other things, to easily calculate transactions at stations, efficiently manage discount promotions, and actions related to collecting points by customers, and also – launch various coupon promotions – with all such operations being performed in real-time.

– Our software uses the latest technologies and the advanced data analytics needed today in sales – says Tomasz Wawrzynów, general director at Sparta Loyalty. – Its important advantage is the fact that it has a fully customizable loyalty program interface. Thanks to this, we can constantly adjust individual parameters to planned and conducted marketing campaigns – it is good not only to segment customers but also to profile customers and adapts to their consistently changing needs.

Implementation goals:

The aim of the project was to provide LOTOS with a tool that will allow the company to conveniently and flexibly manage promotions for its loyal customers, without technological restrictions. An important assumption was also that the system would process all transactions in real time and handle customer operations on their smartphones.

  – We have proposed the most comprehensive and modern version of our platform, thanks to which LOTOS Paliwa will be able to serve its customers more effectively – says Tomasz Wawrzynów, General Director of Sparta Loyalty.
 

The Sparta Loyalty Platform that was implemented into the LOTOS Navigator Program is a version built individually for the needs of the Navigator loyalty program user. The main goals for the program were as follows:
 

• Providing the possibility of efficient management of discount promotions
• Allowing LOTOS to easily run a variety of coupon promotions
• Possessing a call center module supporting the handling of queries submitted by program participants
• Implementation of a marketing communication module that allows for personalization and targeting of LOTOS’ offer.
   

A mobile, mobile application

Participants of the loyalty program at LOTOS have access to the LOTOS Navigator mobile application, where they can register their virtual card, order rewards, and be up to date with LOTOS news, offers, and promotions.

This is not our first cooperation with LOTOS. Back in 2016, we delivered Sparta Gift Cards to LOTOS petrol stations.

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The main goal of Ziko Dermo during the introduction of the loyalty program was to strengthen the brand’s position in the Polish market and to enable a solid line of professional communication with its customer base. The company also really wanted to know the needs of its users in order to perfectly match their tastes and individual requirements regarding beauty, health, and lifestyle. For this purpose, it has not only provided a space with advice from qualified dermo-consultants, but also took care of a whole range of discounts, promotions, and special events.

– Ziko Dermo is a drugstore unlike any other. We try very hard to help our clients make the right choices every day. We hope that Ziko Klub and concise communication will make us even closer to them, and interactions with our customers will allow us to create even better offers than before – not only in terms of products but also related to our pro-health and promotional campaigns – says Magdalena Grabowska, Director of Marketing for Drugstore Ziko Dermo.

Goals set for the loyalty program

Building lasting relationships with customers while promoting loyalty to drive purchases were the most important goals of implementing the Sparta Loyalty platform.

The Ziko Dermo company also wanted to:

• a) increasing the frequency and size of the shopping basket
• b) inducing customers to repeat purchases
• c) increasing the propensity for recommendations among your clientele
• d) providing accurate, reliable, and effective segmentation and planning of promotional data on users

– From the very beginning, we wanted to invite as many of our clients as possible to the program. By examining their purchasing preferences, we were able to better adapt both the product offer and additional consulting services to the actual needs – adds Magdalena Grabowska from Ziko Dermo. – As a result, the advice is given and the products sold give profits to both parties – us with higher sales and good relations, customers with a well-groomed complexion, body, shopping at attractive prices, and the certainty that the company cares about them.

Everything at hand

The Ziko Dermo application and loyalty system is a place where the client has all the most necessary information – she can not only check the latest promotions but also find the nearest drugstore quickly.

Benefits from installing the Ziko Klub application:

1. Ziko Dermo drugstore locator

In the application, you can not only find the nearest drugstore location but also plan a route to it. The customer has access to regularly updated opening hours of all points and a direct telephone number through which he can contact a dermo-consultant ready to provide cosmetic advice.

 2. Full promotional and discount offer of Ziko Dermo

In the application, you can conveniently browse leaflets, promotions, and discounts related to the so-called week with the brand and check current competitions.

3. The mobile Ziko Klub card and the ability to log into the individual Member’s account

Everyone who logs in to Ziko Klub has the loyalty card always with them thanks to the application. At any time, he can check the status of points on his account, view the current catalog of rewards, and verify his data and history of purchases.

4. Tips and inspiration for health and beauty

In the application, you can read articles and blog entries prepared by Ziko Dermo experts, from which clients will learn how to stay healthy and beautiful for longer. There is also up-to-date advice on dermo-cosmetics, skin and hair tests, and a healthy lifestyle.

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Gatta is a Polish brand owned by FERAX, which is a leader in the production and retailing of hosiery. Gatta products are available in various retail points in the largest cities in Poland as well as being available in lingerie stores. They are also sold in other European Union countries, as well as in the USA and Australia.

The main goal that the company set for the introduction of its loyalty program was to strengthen the brand’s position in the market and more effective communication with its customer base. Gatta – entering into regular communication with customers – wanted to get to know them better in order to be able to offer them promotions and discounts tailored to their needs, which resulted in higher sales.

– The hosiery industry is not saturated with sales innovations, including loyalty programs. Offering customers additional solutions that facilitate shopping and support brand loyalty is an important step for us to distinguish ourselves from others and build a leadership position in our sector – says Bogdan Nowicki, Retail and Expansion Director at Gatta.

Goals set for the loyalty program

Image building is just one of the goals of implementing Sparta Loyalty’s loyalty solution. The main points we wished to address were: 

1) Increasing sales of our the entire range 
2) Selling products with a higher margin (generating the highest profit possible)
3) Increasing sales in company networks
4) Building the customer database through the loyalty program
5) Increasing the company’s turnover (increasing the frequency and size of the shopping basket)

– The target group of the program, which we focused on, was mainly women. However, we invited all the brand’s customers to participate, which allowed us to collect a large amount of data from the very beginning, which we subjected to careful analysis. Thanks to this, we got to know our recipients better, which today helps us to prepare more effective campaigns – adds Bogdan Nowicki.

A tailor-made solution

The loyalty program we have prepared for Gatta is based on awarding points for purchases. They translate into direct discounts for the customer.

We also took care of the comfort and ecology. You can sign up for the program in two ways – by completing the form available in a stationary store or by providing your details to the seller and signing the printed form with the data. The program participant receives a card in physical or virtual form. To count points in a stationary store, it is enough to provide, for example, a telephone number.

Each participant also has access to an online account, through which he can check the number of points collected, edit personal data, read the regulations, learn about current promotions and discounts, recall the history of his purchases, contact the Customer Service Office or resign from participation in the program.

– We wanted the solution we prepared to be as intuitive as possible and to allow Gatta’s clients to be highly independent in managing their participation in the program. The Loyalty Insight study conducted in 2022 shows that 84% of consumers join the program when it has simple and clear rules and 80% – when the registration process is quick and hassle-free. 83% appreciate the discounts they keep for participating in the program. However, customers do not like to lose control over the points they have – 37% complain that the points expire. The solution is constant and easy access to the account with information about the number of accumulated points. The system at the disposal of Gatta customers provides them with constant access to full information about their account status, discounts, promotions, and expiring points – says Tomasz Wawrzynów, General Director of Sparta Loyalty.

Spectacular effects

The benefits of implementing a loyalty program were particularly noticeable during the difficult time of the pandemic. The results in 2021 speak for themself:

• Loyalty sales accounted for almost 55% of total salon sales,
• The average loyalty basket was higher than the average loyalty basket by almost PLN 29 gross,
• The customer base reached the level of 870000, of which almost 320000 were active (with at least 1 transaction) in the last 12 months,
• On average, 12000 people signed up for the program monthly,

– Today we can say with full conviction that we have achieved the goals set before the implementation of the loyalty program. We know our customers and we are in contact with them, which translates into increased sales and an increasingly stronger position for the Gatta brand on the market – sums up Bogdan Nowicki.

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TARANKO products are created with customers and their individual characteristics in mind. This assumption also accompanied us when designing their loyalty program. Just like the brand’s dresses are designed to emphasize the character of the women wearing them, our program is to be a response to individual wants and needs.

Before starting our partnership, the brand already had its own preexisting loyalty program. However, TARANKO wanted to improve it and achieve new, ambitious goals. One of the goals is mentioned in TARANKO’s statement by the main representatives of the marketing team.

“We decided to implement a loyalty program due to the desire to foster and create new avenues of contact with our customers. Until the implementation of the Sparta Loyalty platform hosting Taranko Club, it was impossible to use our loyalty cards in our online stores. Our e-shop is developing intensively, so we also wanted to appreciate our regular customers who buy online.“

Challenges for the new loyalty program:

1. Acquiring knowledge about customers and clients of the brand.
2. Increasing the sale of complementary products.
3. Optimization of communication processes with clients.
4. Implementation of better analytics, allowing for extensive control of conducted marketing campaigns.
5. Increasing the company’s turnover.

Our idea for building relationships with clients

Club Taranko is a solution that works both in brick-and-mortar stores and online. Thanks to this, regardless of where the customer decides to shop, he or she can receive Status Points. It is through collecting these points that we based the mechanism of the loyalty program.

Points are awarded for each zloty spent during shopping. They are exchanged for specific discounts that accrue annually. For every 365 days, each client has a chance to achieve one of the two thresholds. The first threshold allows you to receive a 5% discount after collecting 1000 points. Exceeding 7,000 points allows you to take advantage of a 10% discount.

Each person participating in the collection of points also has the opportunity to earn an additional pool at the moment of joining the Taranko Club and on their birthday.

Discounts are not the only advantage of membership in the Club. Participants of the program also receive current offers and are informed in the first place about sales, new products, and special collections. Additionally, as part of the Club, you can gain access to exclusive discounts. Such actions effectively build the client’s bond with the brand whilst allowing them to feel as if they are a part of an exclusive group.

What effects did the implementation of ‘Club TARANKO’ bring?

“The mechanics of the program effectively motivate the clients to buy by collecting points and encouraging them to obtain new discount thresholds. We, on the other hand, can observe their purchasing strategies, which allows us to prepare appropriate, more personalized communication that responds to their needs, requirements, and tastes. It is also extremely helpful when planning your collection. From the product part to marketing campaigns. The program also gives us the possibility of closer contact with our clients. On the occasion of the Christmas gifts we send to our most loyal customers, we managed to establish a direct relationship with them and thank them for shopping and choosing TARANKO. Thanks to the cooperation with Sparta Loyalty, we know exactly where our clients are from, we can invite them to our boutiques and inform them about important events and promotional campaigns. We want the customers of the Taranko Club to feel special, so they are the first to learn from us about all planned promotional campaigns. We still see many opportunities to develop relationships with customers and the fields of reaching them. Without an efficient loyalty program, it would be completely impossible.” brand representatives add.

Implementation of set goals, and development of the already existing loyalty mechanism – are the achievements that have become the share of the TARANKO brand. Thanks to the opportunities offered by joining the Club, clients are eager to use its rewards and offers. The brand itself can continue to improve its program and achieve new goals. How does the TARANKO team sum up our cooperation?

“The collaboration with Sparta Loyalty has been great. The team we work with is always quick and helpful, and its members are happy to help us develop our program by proposing new solutions and always responding to emerging needs and problems. The strong point of this cooperation is efficiency and a partnership relationship. On the part of the system itself, the goals that we can achieve thanks to it are extremely broad, and the mechanics of its operation are very intuitive. “

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One of our clients is the respectable Polish company and esteemed jewelry brand – BRIJU which has been a staple within the Polish market since 1920. They are known across Poland for selling high-quality bespoke wedding rings and engagement rings but also specialize in a full complement of other bijouterie. Due to the vast availability of models on offer, BRIJU customers are individuals who are interested in a variety of products and models, keeping up with the current trends, but also paying respect to grounded classics.  

One of BRIJU’s accomplishments is that it maintains a strong level of communication with its customers, listening to their opinions and tending to their needs. This is evidently seen in BRIJU’s high-end appearance of its stores, actively having a dialogue with its customers via the mediums of Social Media, mailing lists, SMS communications, and adhering to up-to-date catalog/promotional-seasonal sales. It also can not be understated that the high quality of customer service was highlighted in the 2018 ranking of jewelry stores across Poland.

So what were the challenges BRIJU was facing prior to joining Sparta Loyalty and implementing a rewards program? How else could BRIJU truly improve its already outstanding resume and performance as one of Poland’s best functioning jewelry brands? Let’s outline them together.

Goals for the implementation of the BWB loyalty program:

As follows:
1.    A better understanding of customers and their purchasing behavior
2.    Additional complementary sales of products on top of existing purchases 
3.    Strengthening communication, indirect and directly 
4.    Data analysis – gathering sales figures and trends to be able to maximize uses within the loyalty program
5.    Most importantly – increasing the company’s sales and market share

But why? What was the most important reason to start the loyalty program? 

“The most fundamental matter for us is the trust and respect of our clients” As Daniel Górny – Digital Marketing Specialist emphasizes, – “BRIJU is a brand that reaches out to our clients in the most intimate moments of their lives – weddings, birthday’s, celebrations, etc.” The implementation of Sparta Loyalty was an opportunity to even further that experience and create other avenues for the customer.

“We definitely wanted to operate in a hybrid manner – on the one hand, a well-implemented loyalty program allows for even more effective management of the discount policies and creating a forward-looking customer relationship management (CRM) strategy, and on the other hand – it is a marketing argument for us. I always emphasize that the BWB program is a specific product and value that the customer receives from us free of charge“

As a result of all of this, the initiation of a loyalty program is an ever increasingly important factor for the brand entity.

Our initiatives for strengthening relationships with clients

Our initial focus was on a points-based program. The rationale was that for every point being earned the customer would be rewarded in the form of a specific discount. This would be achieved by making purchases and by completing various surveys relating to customer experience or product satisfaction. These two factors in themselves are great sources of information relative to each other, but working together synergistically allows BRIJU to gain a better understanding of its target market. 

The mutual benefits of a loyalty program for both parties are not to be underestimated. Not only does the program allow for insight into sales trends and customer preferences, but it also creates a medium in which you are able to directly communicate with your customer and improve their overall experience. This can be achieved through creating an easy exchange/returns protocol, receiving specialized offers tailored to a specific customer, receiving personalized communications or surprises (i.e birthdays/ anniversaries), and receiving information about special campaigns. The program also provides an avenue for the customer to have direct interactions with the brand itself by being able to share opinions on their purchases overall.

By using a digital platform, namely a mobile application, we facilitated increasing the joining and involvement of our customer base. In our current times, a digital loyalty program is one of the best solutions in regards to it being easily accessible. This allows the customer to check how many points they have instantly, facilitate contact with the brand, and most importantly, check for any offers or rewards that are available. Not to mention it is a far greener alternative to using cards or potentially environmentally unfriendly products.  

“It was necessary to create clearly defined goals for the program, and thanks to the expertise and consulting assistance of Sparta Loyalty, we were able to jointly develop ways to implement them on the various facets of IT, business and marketing levels. In fact, the implementation of the program involved preparing the organization to operate in the reality of constant change. Thanks to the available tools, we are able to react very dynamically to all market impulses, which gives us an advantage – especially in the context of the realities of running a business during a pandemic ”. Daniel Górny adds.

What effects did the program bring thus far?

Daniel Górny – Representative of BRIJU explains:

“The program has undoubtedly been (and continues to be!) a huge success. Customers partaking in the BWB program are undoubtedly at the core of our business. We can see that participation in BWB gives our customers a number of benefits – both guaranteed and ad-hoc (this via the means of surprises or gratuities for specific customer activities). Already, in a particular sales period, we have seen that the amount of customers that are a part of our BWB loyalty program exceeds 50%. With these types of results and customer satisfaction, it means that we are going to be investing more and more resources in the loyalty program itself. Due to the implementation of the BWB loyalty program and using consistent sales management strategies we can elevate key performance indicators (KPIs) which in turn create an overall increase in sales, average receipt value, and most important customer retention or customer lifetime value (CLV).”

We can see that the loyalty program is an ever-developing and evolving process with many factors influencing its success. 

When discussing the effectiveness of a loyalty program the possibilities for more growth are endless, not to mention the possibilities it offers in everyday work. 

“Thanks to the implementation of the BWB program we can see it is a great tool for communicating with our customers. With this in mind, we can see that they are always kept up to date with our current product offers and discount policies. The communication capabilities of the program also helped us in our Corporate Social Responsibilities (CSR) activities – a prime example of this is informing our clients about the basic protocols about health and safety in our showrooms during the COVID-19 pandemic”.

The realization of sales goals, gaining flexibility, better customer experience data, and an overall increase in customer satisfaction, retention, and sales (despite the difficult global pandemic) are just some of the selected benefits and effects when using a Sparta Loyalty program. Do you want to change? Do you want results? Do your customers deserve a better sales experience? Well contact us and let us work together on achieving those goals. 

See more:program-lojalnosciowy-briju 

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? Link to the Newsletter

Greetings to our incredible Sparta Loyalty community! As August unfolds, we’re eager to update you with the latest news, insights, and opportunities in the loyalty marketing space.

DigiMarCon Spain: Learning and Networking ?

We’re elated to announce our participation in DigiMarCon – Digital Marketing, Media and Advertising Conferences & Exhibitions Spain on the 7th & 8th. Our experts will delve into cutting-edge strategies and network with industry leaders to bring back actionable insights for our clients. Come meet us to elevate your customer engagement game!

Annual Sparta Loyalty Survey ?

Your chance to shape customer loyalty strategies is here! Participate in our survey and contribute to an industry-defining study. Not only will you get first-hand access to the results, but also enter a draw to win a €50 Amazon gift card!

? Take the loyalty survey – https://lnkd.in/dHrZwHnB
? Take the gift card survey – https://lnkd.in/dEp39qbH

The BIG Handshake Sponsorship ?

Mark your calendars for October 16th – 17th! As the Gold Sponsor of The BIG Handshake event in Amsterdam, we’ll be showcasing our Omnichannel Loyalty Ecosystem platform. Get ready to discover how AI and data can amplify your customer engagement strategies!

Fast Facts: Loyalty Programs ?

Our fact of the month comes from a recent Deloitte study: 60% of consumers aged 18-24 favor point-based loyalty programs. Around 20% would even cease brand interaction if these programs were terminated.

Finnair’s New Loyalty Strategy ✈️

Finnair is taking a new approach by partnering with IAG Loyalty. They’ll be adopting Avios Group Limited, a globally recognized loyalty currency, from 2024. With more perks and award seats, this is a win-win for Finnair and its customers.

In-Restaurant Loyalty Experience ?

Fast-casual chains like sweetgreen and Panera Bread are revamping their loyalty programs to include in-restaurant experiences, marrying tech and physical spaces to improve customer retention.

Ripple: Blockchain and Loyalty ?

Ripple and PwC are exploring how crypto solutions like Decentralized Identities and zero-knowledge proofs can make loyalty programs more secure and efficient. A promising development!

Omnibus Directive: Loyalty Programs in Poland ??

The Omnibus Directive has clarified the scope and requirements for loyalty programs in Poland. The main focus is transparency, requiring sellers to provide better consumer information.

We’d love to hear your thoughts on these topics. ?

For further loyalty information, check these out:

The BIG Handshake (TBH)
The Loyalty People
The Wise Marketer

Thank you for being part of our community! ?

The post August Newsletter Sparta Loyalty 9th Edition appeared first on Sparta Loyalty is Europe's leading Omnichannel Loyalty Ecosystem provider.

When Barbie steps into the spotlight, the world takes note! Mattel’s recent launch of the Barbie movie isn’t just a cinematic victory; it’s a masterclass in marketing, blending storytelling, retail strategies, and loyalty building. Here’s why:

✨Storytelling at its Best: Barbie isn’t just a toy; she represents dreams, aspirations, and the power of imagination across generations. Storytelling, when executed right, captures hearts and strengthens customer bonds.

✨ Retail Surge: The movie wasn’t just entertainment—it was an almost 2-hour-long showcase of the product line, driving an incredible boost in merchandise sales.

✨ Omnichannel Magic: From film to social media, in-store promotions, and online merchandise, Barbie’s presence was everywhere, creating a cohesive brand narrative across all touchpoints.

✨ Building Loyalty: Mattel didn’t just aim for immediate sales. By investing in future generations, they played the long game, focusing on lifecycle marketing and ensuring brand loyalty from young fans who will grow up cherishing the Barbie brand.

✨ The ‘Barbenheimer’ Phenomenon: The simultaneous release with Nolan’s Oppenheimer showcases cinema’s unique, unifying power. A perfect example of how diverse audiences can find common ground and the irreplaceable magic of the theater experience.

For marketers and business developers, the Barbie movie offers a lesson in innovation, strategy, and the deep-rooted power of emotional connection. Whether you’re Team Barbie or just passionate about brilliant marketing, dive deeper into this marketing masterstroke:

? [ eGospodarka.pl ](https://www.egospodarka.pl/182937,Film-Barbie-Majstersztyk-marketingu-i-kolo-zamachowe-konsumenckiej-lojalnosci,1,20,2.html)

? [ Signs.pl] ( https://www.signs.pl/film-_barbie_—majstersztyk-marketingu-i-kolo-zamachowe-konsumenckiej-lojalnosci,401019,artykul.html )

? [Jerzy Ciszewski – Public Relations] ( https://publicrelations.pl/film-barbie-majstersztyk-marketingu-i-kolo-zamachowe-konsumenckiej-lojalnosci/ )

? [Magazyn Manager+ ] ( https://managerplus.pl/film-barbie-majstersztyk-marketingu-i-kolo-zamachowe-konsumenckiej-lojalnosci-16423 )

? [ FOCUS ON Business | media ] ( https://focusonbusiness.eu/pl/wiadomosci/film-o-barbie-majstersztykiem-marketingu/29708 )

? [Interaktywnie.com] ( https://interaktywnie.com/film-barbie-marketingowym-strzalem-w-dziesiatke-ile-pochlonela-omnichannelowa-kampania/ )

? [ Bomega.pl ] ( https://bomega.pl/film-barbie-majstersztyk-marketingu-i-kolo-zamachowe-konsumenckiej-lojalnosci/ )

The post The Barbie Movie appeared first on Sparta Loyalty is Europe's leading Omnichannel Loyalty Ecosystem provider.