What is loyalty management? What are the common features of retail loyalty? Discuss the types of loyalty programme.

Loyalty Management can be summarised as a series of activities aimed at better serving customers. The concept explores the ways in which companies can acquire, engage and retain their customers and reviews the relationship between customer retention and the other aspects of the business.

Loyalty management can loosely be defined as the strategy, tools, and tactics around how your company acquires, engages, and retains customers.

It helps your brand target the right audience and then provides benefits, experiences, and rewards that drive long-term engagement.

Aside from your loyalty program itself, comprehensive loyalty management includes numerous elements:

• Loyalty program construct
• Rewards and benefits mix
• Technology enhancements
• Creative services
• Member communications & marketing
• Member acquisition strategy
• Billing engine (in the case of premium loyalty programs)
• Branded customer service
• Client services
• Loyalty program optimization

The features of retail loyalty programme are as follow:
 Customer Profile: Loyalty programme is a way for retailers to understand the customer beyond the usual faceless transactions. If the retailers are to do any type of segmentation they need to have customer profile data like contact profile, demographic profile, shopping preferences and past buying behavior.

Cross Channel Member Enrollment and Redemption: Member enrollment should be least cumbersome, considering the store associate has very limited time to expense towards member enrollment, the enrollment process _________ __________ _________ ___ ___ ________ ____.
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