Welcome. Come on in, take a look around, and get comfortable with a new take on the world.
A world more loyal. A world more rewarding for customers. A world more resilient for brands
and extremely profitable for the underlying businesses those brands represent.
After being in the loyalty business for more than 100 years, we can tell you a buck
on brand loyalty goes 6 to 7X† further than a dollar spent on acquisition.
We're a Maritz company, and we're excited to help you make
the most of your investment in this new age of brand loyalty.
We all know the role of marketing is to find and keep a customer. It's the perpetual 'keep' part
that excites us. And though the topic of brand loyalty can be as complex and unique as any human
being is, the philosophy of this business is quite simple. Brands want their customers to come
again—to remain loyal—and to tell others. Our specialty is customers. Need to see them more
frequently? Like them to try something new from you? Buy more? Find others like them?
We do that. In fact, that's all we do.
A dash of human, a pinch of experience, and a whole lotta digital—topped off with your brand!
The secret sauce of brand loyalty is more akin to a recipe than a formula. There's some empirical parts for sure, but there's an art to making it great. It's not just deploying e-commerce recovery-module email blasts, providing points, plastic cards, or play money—or even carpet-bombing coupon codes. With 60% of marketers actively seeking new ways to engage and retain their customers*, Brand Loyalty has never been more tasty.
Our recipe for brand loyalty is a combination of behavioral science and neuroscience… (literally watching the brain light up as people make decisions), overlapped by strategic design-thinking frameworks, iron-clad-financial-pro-formas (go on, ask another marketing agency for one of those), and a deep digital and tech platform expertise. We scoop 'loyalty' out of the realm of the subjective, fuzzy, and notional—and deliver it to the real, hard-working, retail-relevant realm of business results.
But brand loyalty is a dish best served sharable, where brands earn the loyalty of their customers at every interaction—not just the other way around—and treat those people as more than just clicks, trips and baskets. Equally, brands deserve customers who are more than just Facebook friends, Twitter terrorists, and less fickle with their shopping choices—choosing to try once, buy repeatedly, and suggest others do the same. We find the win-win for everyone in this equation, bonding the uniquely human experiences customers seek with brands, with the digital ones that maintain a relationship with customers away from store. We bake relationships that are mutually beneficial, more profitable, differentiated from competitors, and completely sustainable.
Caution: don't water it down.
†Bain & Co
*Forrester Research, Inc.,"The Loyalty Partner Primer"
The Loyalty Report
Download it today
SYNAPZE™ Loyalty Platform
One platform to grow
CEO Bob Macdonald talks Brand Loyalty on
“Our long-standing partnership...has delivered great results for the SCENE program. We are continually impressed by their pro-activeness in delivering strategic ideas that evolve and better our business.”
“We chose [this team] because they are a founder of the
Loyalty Marketing Industry, and also get the future of it.”
“We now have more engaged customers, with customized communications and measurable growth to our business. And we can see at a store level.”
“...Every consultancy puts their very best foot forward on the "first dates" to blow the socks off prospective clients…then, when the rubber hits the road, the delivery of thought leadership can start to wane. I’m so proud to share that that has never, ever been the experience...This group is smart, thoughtful, deliberate and thorough. And, their energy/enthusiasm for the project is infectious – many of us here comment on how pumped we feel after a presentation.”
Attention CPG brands! You are accustomed to retailers calling the shots and controlling the consumer relationship. You have also invested massive marketing dollars on acquisition based tactics ranging from promotions, in-store media and sweepstakes to FSI's, social media and sampling programs, all to compete for the attention of the consumer. Another reality is that the consumer landscape is changing, bringing with it empowerment and brand promiscuity. It is up to CPG manufacturers to differentiate themselves and move ahead of the competition by forging a direct relationship with consumers. Here, loyalty can be a key strategy to strengthen relationships and to gain valuable data at the same time. With this in mind, we thought we'd share some of the challenges and opportunities that CPGs and retailers are facing now.
Both retailers and CPGs yearn for the love of the consumer, but they don’t always work together to achieve this common pursuit. In fact, this has forced many CPGs to experiment with direct to consumer CRM and loyalty initiatives. According to a Grocery Manufacturers Association report, of CPG companies expect to sell products directly to consumers last year. The priority for CPG manufacturers to connect directly to consumers is higher than ever, if not more so, when taking into account the number of CPG direct-to-consumer loyalty programs in-market.
1. Joint Custody. The retailer and CPG will need to find a way to have joint custody of the consumer based on defined but equitable business rules.
2. Data. It must be realized that the retailer might continue to house the data, but in the new age of information and data governance, the consumer actually owns that data.
3. Empower. Consumers have technology and choice at their fingertips and will decide how, when and with whom they want to do business.
4. Brand Alignment. According to the 2014 Loyalty Report, brand-aligned programs have nearly 3 times the proportion of satisfied customers.
5. Cooperation. Influencing profitable change in consumer behavior goes well beyond discounts to fulfilling consumers’ emotional needs. Working together to better understand these needs will result in greater success for both constituents.
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