Author: Lia Grimberg

Lia Grimberg is the Principal and Consultant at Radicle Loyalty, a Canadian consulting firm that helps brands build meaningful long-term relationships with their customers. Lia has a radically different approach to help organizations build loyalty programs and unleash their data to better understand the customer and create personalized marketing communications, and to drive specific KPIs, such as retention, engagement, frequency, and larger baskets. With 20+ years in loyalty, Lia honed her loyalty and marketing skills during her corporate career at companies such as The Bay, Loblaw, LoyaltyOne, The Home Depot, and American Express in Canada.

10 Deadly Loyalty Program Mistakes

Don’t follow your competitors down a rabbit hole. Make your loyalty program unique, interesting and profitable by avoiding these 10 mistakes.

Redemption: Friend or Foe of Loyalty Programs?

Reward redemptions are a win-win for the company and the member. They typically drive a 20-25% lift in spend and engagement after the reward redemption. When and how should you motivate customers to redeem?

How to Make Your Loyalty Program Stand Out

ESG (Environmental, Social, and Governance) criteria within the design of loyalty program rewards and incentives promote sustainable and responsible behaviour among customers and align the company together with its members toward a common good. It is also key to help your loyalty program stand out, drive repeat purchases and advocacy among your customers.

The Intersection of AI and Loyalty

Generative Artificial Intelligence (AI) solutions, such as ChatGPT and Bard from Google, have democratized the world’s access to AI, both from a consumer and a brand standpoint. Enterprise-level Customer Relationship Management (CRM) solutions providers are seamlessly connecting the dots between data, MarTech, and customer interactions. As such, we marketers and loyalty program operators have no excuse but to leverage our proprietary data, such as transactions, customer contact data, and online behaviour, to personalize customer experiences.

When Should You Re-evaluate Your Loyalty Program?

When is it time to update your loyalty program? Don’t fall into the trap of updating your program just to be trendy. Updating the program needs to be done with careful consideration of member experience and communications, particularly if the changes are not to their benefit.

When To Start a Loyalty Program

You should only start a loyalty program when you can meet the following criteria: You can afford the investment, you need the customer data, the C-suite is aligned on the KPIs and the role of loyalty, and you have operational support throughout the organization
5. You want to engage your existing customers

What Do Members Want?

The 4 Rs of what members want in a loyalty program

What do members want in a loyalty program? Rewards, Recognition. Relevance. Relationship. Loyalty is a two-way street.

Loyalty Promotions! Loyalty’s Best-Kept Secret

Loyalty promotions are the best-kept secret of the loyalty industry. They
1. Typically do not count toward compliance days
2. Can be funded by vendors
3. Are highly measurable,
4. Drive traffic back into your store for future redemption

Why Welcome Journeys are Like Sleep Training

When you are sleep training a child, the education starts at the beginning of the night, rather than at wake-ups in the middle. Similarly, customer retention efforts start with proper onboarding at the beginning of the relationship.

Canadian Tire Enhances Triangle Rewards with Subscription Program Triangle Select

Canadian Tire is a quintessential, highly beloved Canadian brand and, for most Canadians, Canadian Tire Money is nearly as iconic. Triangle Rewards is Canadian Tire’s loyalty program that rewards customers across all of its brands and is reported to have 11.3 million members at the end of 2022. The latest news is that Canadian Tire has launched Triangle Select, a subscription program tied to its core loyalty program. The launch signifies the beginning of the next generation of customer loyalty in Canada and North America. We share the overview of this news and an in-depth interview with Jason Blanchette, Senior Vice President, Customer and Loyalty at Canadian Tire Corporation.

Losing Customers Due to Lack of Relevance?

33% of consumers abandon a brand that lacks personalization. Companies that get personalization right have the potential to generate 40% more revenue than those that don’t. Get started on your personalization roadmap to drive metrics, ROI and emotional loyalty

When Personalization Goes Wrong

pointing at a laptop screen

Personalization should feel so seamless to a customer that they shouldn’t even notice when their communication is relevant. But when you do get it wrong, it becomes blatantly obvious.