The future of loyalty: The use of data for personalized experiences drive loyalty

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Each member of the MAIM Class of 2016 proposes their individual perspectives on innovation management in the lead up to their Degree Show “Through the Kaleidoscope: Perspectives on Innovation Management”. In this post, Stephanos Konstantinou shares his perspective on brand loyalty programs, data collection and the design of personalised brand experiences as tools to increase customer and brand loyalty.

Mobile applications and use of data


According to Mintel’s Loyalty to Retailers Report (2014), mobile applications have supplanted the conventional loyalty cards. It is now frequent for companies to set up loyalty programs on mobile apps to provide simplicity to customers. Digital loyalty programs appear to be more practical and more experiential. As indicated by Mintel (2014), mobile is unquestionably the best approach to support an unwavering relationship between brands and customers. The utilisation of data acquired is the key thing that benefits that relationship. The data alone collected by these mobile schemes can drive profits in the long term. Loyalty programs have the ability of gathering enormous measures of data and utilising that information in like manner; brands can re-plan the customer journey and innovate their customer experience. Establishing an emotional connection between customers and brands is, what can truly progress to brand loyalty. Customers await to be treated as individuals, therefore understanding their behaviour and expectations are key drivers for designing tailored experiences. Various retail brands have now started applying personalisation strategies in their action plans. They provide personalised offers targeting individual customers as well as personalised experiences.


Personalisation and customisation


Market research argues that providing a personalised customer experience advances brand engagement, loyalty and brand value (Mintel, 2014, Mintel, 2016). In this experiential economy, where customer expectations have increased rapidly, brands are obliged to tailor the customer experiences on individual’s needs. Brand engagement and loyalty can be maintained by all the positive encounters customers have with all the brand touchpoints along their journey. By integrating the insights gained from data analysis into creating a seamless personalised experiential journey, one can innovate the customer experience and increase customer satisfaction. (Mintel 2014, Mintel 2016)


A great example of a company which uses people’s data to create personalised experiences is Disney. Disney launched MagicBands, which are bracelets that save guest’s personal information, theme park preferences and send out your location. By knowing exactly where you are and what you are doing in the parks, it helps Disney design their services and products according to individual preferences. This makes the whole experience completely tailored to users.



Stay tuned for the upcoming MAIM 2016 Degree Show, taking place at Central Saint Martins from 22 to 26 June 2016.



*Mintel. (2014) Clothing retailing – UK – October 2014.[Online] [Accessed on 15th January 2016]

*Mintel. (2014) Loyalty to Retailers – UK – November 2014. [Online] [Accessed on 13th December 2015]

*Mintel. (2015) Luxury Goods Retailing – International – August 2015. [Online] [Accessed on 20th December 2015]

*Mintel. (2016) Digital Trends Spring – UK – March 2016. [Online] [Accessed on 1st March 2016]