Keep them loyal: How personal targeting gets you far

In a world where everything is rapidly moving and consumers are expected to retain information at lightning speeds, it’s undoubtedly imperative for brands to stand out. Now, there are a number of ways to do this (just see here), but for the sake of this article, we’re going to take a deep dive into the world of loyalty in partnerships and personal targeting in marketing, something that brands would be remiss not to think about and make a main factor in their marketing strategy.

Firstly, we’ve got to get into personalization…

To put simply, personalization is talking to consumers- you guessed it- as if you’re physically and personally talking to them. Taking into consideration their age, interests, search history and stored data as well as getting into the minds of the consumer, in a way that they feel they’re directly being spoken to. I’ll give you two quick examples:

1.     Targeted ads on social media:

This is straightforward, a way in which businesses use data from consumers’ buying history, search history and location to best target and present the products that will most likely be of interest to the consumer or even better yet, purchased by them. It almost seems unreal to be speaking of a subject and then logging onto social media and seeing something related to the subject you were discussing or the very subject itself being shown on your feed. It’s super common and completely data driven.

 2.     Tik Toks personalized “For you page”:

It’s called “for you” for a reason. The more interest you show in certain videos, the more content related to that video, will be shown on your page. Tik Tok watchers even coin Tik Tok content, for example Harry Potter fans will be targeted with Harry Potter related content and be on “Harrytok”. Tik Tok is not only incredibly smart at personalized targeting, but they’ve also stuck with the rapid rate in which the attention span of society has increasingly declined, by changing Tik Tok trends and the content consumed, almost weekly.

Now, about that loyalty in partnerships:

A loyalty in a partnership is easily explained, think of a bank like Revolut, there’s a place in the app where you can go and get discounts on coffee, hotels, food and even flights. The aim of this is to keep you loyal to Revolut as a brand, and continue to stay a customer, even when there are approximately 350 banks currently in the UK. This is an example of a brand doing loyalty WELL, as it caters for different interests around different areas.

Any big brand that has an app can do this targeting really well, as they have the advantage of data accrued. The problem is, brands haven’t all tapped into this market yet and let me tell you, it’s a major foot in the door of retaining customer loyalty. With that being said however, there are brands that are absolutely smashing it…

…and what brands are those?

1.     Sky VIP

The idea of this loyalty programme is the longer you stay, the better your rewards. Loyal customers will find themselves eligible for free cinema tickets and prize draws, as well as VIP tickets to events such as the NFL International and the European Tour Golf, exclusive Sky sports events with free hospitality included, live theatre screenings, and Goodwood, which is home to many car racing events, as well as the horse racing festival Glorious Goodwood. As you can see, an array of different free rewards, catering to different interests.

2.     Tesco

This one is simple but completely effective. Essentially, it allows customers to save money. With this club Card, you can get discounts on full priced items (whereas people without a club card, pay full price), as well as receiving vouchers when purchasing certain items. This appeals to a larger audience as it’s a no-brainer that groceries can be seemingly extortionate and saving even a couple of pounds is absolutely a reason to stay loyal to a certain supermarket.

3.     Baskin-Robbins

The loyalty programme of Baskin-Robbins is one for an avid ice-cream lover. They entice you from the sign-up, with a free scoop of ice-cream from the get-go. As you go on to enjoy more ice-cream, points are accrued and you can get enough for complimentary ice-cream, shakes and more. Again, specifically targeted to ice-cream lovers, you get what you want, MORE ice-cream… just apply on the app and you’re a customer for life.  

4.     Starbucks

It’s reported that Starbucks in the US, by the end of Q4, had a staggering amount of 25 million reward members. And with very good reason. Starbucks allows customers to collect stars and the more stars you collect, the higher you’re ranked, the higher you’re ranked, the better your rewards. Every 150 stars equals a free drink and once you’ve reached 450 stars, you’re categorized as a gold member, allowing you to claim espresso shots and syrups of choice, on the house! An enticing way to get coffee lovers loyal to your brand. It’s no wonder Starbucks is a household name.

5.     IKEA

They say IKEA is an experience and that’s what keeps customers coming back for more. Not only do they have a restaurant and complimentary coffee in-store, but they also take care of customers with their damage protection on furniture purchases and specially curated discounts on selected products. They’re not just famous for furniture, but for their meatballs too. An experience indeed.

In essence, keeping customers loyal with specifically targeted and personalized loyalty programmes, means you’ll have the upper hand when it comes to the difference of choice in brands that so heavily exist in the world today. It’s a massive opportunity for brands to access new customers and create new products that will keep them top of mind for consumers and at the forefront of revolutionizing themselves in their brand category. Here at Ingenuity, we give you the opportunity to get in front of the brands that are doing the most with these opportunities and curating loyal customers until the end of time.

For all brand partnership enquiries and information, email chris.wilson@ingenuitylondon.com to get in touch.