Retailers combine data and loyalty programs

Retailers are now integrating data, loyalty programs, and gift cards to improve customer engagement and create value throughout the customer journey. This marks a shift from traditional methods where these elements were managed separately.

Data drives customer insights

Data is becoming central to understanding customer behaviors, identifying life events, measuring engagement, and predicting when customers might stop shopping. This deeper understanding allows retailers to make more informed decisions and tailor their strategies effectively.

Loyalty programs evolve with customer interactions

Loyalty programs are no longer just about rewarding purchases. Interactions such as store visits, survey responses, and recommendations now contribute to a more detailed understanding of customers. For example, gift card holders at Kiss The Bride by Upcoop spend an average of 10 € more per transaction than non-holders.

Gift cards become engagement tools

Gift cards are being used as tools to engage customers rather than just as payment methods. Retailers like King Jouet reward survey responses with gift cards, while Okaïdi promotes the download of loyalty cards in mobile wallets through gift card incentives.

New opportunities in gift card beneficiaries

Retailers are starting to see gift card beneficiaries as potential future customers. Converting gift card activation into loyalty program subscriptions helps build long-term relationships. Loyalty programs are also evolving to reward behaviors that create value, such as responding to surveys or recommending others.

Future of relationship marketing

The future of customer relationship marketing likely depends on unifying data, loyalty, and gift cards into a single strategy. This approach can identify the most effective way to create value at each stage of the customer journey and may offer a competitive edge for retailers. More insights will be shared at Tech for Retail 2026 on November 30 and December 1 at Paris Expo, Porte de Versailles.