New Zealand Loyalty Disruptors
Most disruptions and innovations in customer loyalty programs have occurred as small niche efforts scattered through the ecosystem, which eventually grow and cause a tectonic shift. Author William Gibson famously said, "The future is already here – it's just not very evenly distributed" and until now, this exactly described our loyalty ecosystem.
That’s changed this year. For loyalty in New Zealand, the future is already here, and it's not only not distributed; it's highly concentrated and all in the new Woolworths Everyday Rewards.
Woolworths Everyday Rewards is our disruption
In February, New Zealand's loyalty disruption arrived in the form of Woolworths' Everyday Rewards supermarket loyalty program. It's a transplant of perhaps Australia's most successful loyalty program into the New Zealand loyalty ecosystem.
It brings with it five key loyalty disruptions we should expect others in the market to either adopt these practices (and at pace) or to try and invent competitive responses.
- The ascent of loyalty program owner-operators
- Member-based pricing
- Every business is becoming an advertising business
- Better credit card rewards
- The William Webb-Ellis of retail loyalty
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