A new report from VCCP and the DMA finds brands with integrated loyalty strategies are 80% more likely to acquire new customers.
Loyalty and CRM programmes can deliver value across both short and long-term metrics when integrated with broader brand communications, according to new data from creative agency VCCP and the Data and Marketing Association UK (DMA).
‘The Long & Short of Loyalty’ report finds loyalty programmes can have a direct impact on middle and lower funnel metrics. Brands with integrated loyalty strategies are eight times more likely to drive long-term customer retention, 80% more likely to acquire new customers and 50% more likely to deliver revenue uplift.
The report analysed more than 1,700 campaigns from the DMA Effectiveness Databank, identifying a group of top performers – dubbed brands with the ‘Loyalty X Factor’. Businesses which embed loyalty at the core of strategy generate multiplier effects across acquisition, retention, brand equity and revenue growth, the data suggests.
