Magazines Archives - 2012 March

Customer loyalty programmes
Part 2: Technology driving new dimensions and opportunities
Story 1 - One Viewpoint

Part 1 of this article looked at how ubiquitous customer loyalty programmes have become in the retail industry. So much so that its original intent of competitive differentiation is now largely eroded as the bandwagon is more crowded and the playing field, more levelled. Part 2 now revisits the key issues of this critical cornerstone. It will specifically take a look at technology and see how technology is dramatically extending the perimeter of customer engagement and shaping new opportunities for loyalty programmes. It will also discuss the upside potential and challenges for Asian retailers in leveraging the current technology buzz and in re-thinking and re-engineering their loyalty programmes.

by Steven HL Goh

Steven HL Goh is the executive chairman of RETAIL ASIA. He is also CEO of The Business Company, a consulting firm advising multinational retailers on retail strategies and business development opportunities in the Asia-Pacific.

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