Spider Graphs: loyalty by sector

EXPERIENCES TAKE PRECEDENCE OVER TRANSACTIONS

To meet consumer expectations, the majority of brands today are adding an experiential component to their loyalty programs (see our infographic on the future of loyalty as of 2025). The days of simple discounts are gone, turning clients into loyal customers and advocates of your brand means engaging them in ways other than transactions 💸. And that means providing experiences - moreover, in line with each customer's preferences and behavior.

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The aim is to have a program that allows you to earn points by doing something other than making a purchase. As a brand, this initiative also allows you to show your customers how valuable they are to you, and how important their commitment is to you.

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How? Couldn't be easier. Experiences are very varied and even more depending on the sector: follow the brand's Instagram account (to access exclusive content like Ami Paris), answer a questionnaire and share UGC (to co-create with Lacoste), complete a sports challenge (to get a discount in store Salomon)....

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Thanks to our 50+ integrations with third-party apps, Cohort lets you offer your customers modern engagement levers.

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REWARDS ARE GOOD, PERSONALIZED REWARDS ARE BETTER

It's nothing new: personalization is a deep-rooted consumer expectation, whatever the sector. Every customer wants brands to offer them communications, products, challenges and rewards aligned with their preferences, desires and habits. In other words, they expect brands to develop a real bond with them individually, since it's through this personalized relationship that customers feel listened to and valued by the brand. Brands have everything to gain from developing a “consumer-centric” relationship to effectively build customer loyalty.

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In concrete terms, Nina, who takes part in all the Nike Run Club sporting challenges, expects Nike to reward her for her loyalty with, for example, an automatic entry in the draw to win a race number for a marathon 🏃🏼‍♀️. Similarly, Benjamin, who is very creative and on the lookout for trends, is counting on his favorite ready-to-wear brand, Jules, to offer to co-create an item for the next collection 👨🏽‍🎨.

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Yet to do that, you still need to collect those informations. With Cohort, brands are able to collect the right data - the kind that goes beyond basic demographic information, creating customer segments that are of little relevance to long-term engagement. Obtaining modern engagement data enables you to target your customers according to their tastes and desires, in a dynamic way, and thus engage them with your brand over the long term.

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EVOLVABILITY OR THE ART OF VARIATION TO BUILD LOYALTY

“You must be able to gradually modify your loyalty program [...] not be set in stone” (heard during Tech for Retail 2024 event).

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A scalable loyalty program is capable of evolving over time, being flexible in both content and form. It can be easily transformed to offer a variety of campaigns and experiences from one period to the next. And the possibilities are endless: run 10km on Strava to donate 10€ during Breast Cancer Awareness Month 🎀, take part in our giant QR code treasure hunt in-store for Christmas 🎄, get a free product by sponsoring your best friend on Valentine's Day 💌, co-create the next spring-summer collection by answering this Typeform form 🌞, share a photo with such # on Instagram to enter the contest 📸... Unlock your limitless creativity. The aim is to meet consumers' changing expectations, and above all not to bore them.

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Ami Paris' F.AMI.LY program is particularly flexible, as it can change fundamentally in a matter of months to offer very different experiences to its members - like owning a Mystery Box and all the benefits it brings in December 2023, then going behind the scenes of the last fashion show in June 2024.

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Indeed, Cohort lets you engage your customers in a variety of ways through different channels (+50 native integrations or with third-party apps available), campaign types and rewards - for hundreds of possible combinations.

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PROGRESSIVENESS TO REWARD THE ENGAGEMENT OF EACH CUSTOMER

Progressivity is a key element of modern loyalty programs. The principle? Offer different statuses to members, each giving access to exclusive benefits. The more a customer engages with the brand, the more he unlocks exceptional rewards that were previously unattainable. This tiered approach (of points) creates a genuine motivation for customers to progress 🚀 in the program.

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Let’s take the example of Adidas 👟 which has structured its adiclub program around 4 statuses. Each subsequent level opens the door to rewards inaccessible to other members - such as early access to offers (Level 1), a birthday gift (Level 2), free personalization (Level 3) and even tickets to exclusive events (Level 4).

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Brands such as Undiz are also successfully embracing this progressive approach, aligning it with their brand identity and developing customer communities 👸🏻 (Babiz to Teeniz to Ladiz, Queeniz and eventually Vipiz) to create a dynamic and engaging loyalty experience.

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ACCESSIBILITY: THE KEY TO A FRICTION-FREE PROGRAM

The notion of accessibility comes to the fore whatever the format or content of the loyalty program. This includes two aspects: availability and simplicity. An accessible program is both available on several channels (with the customer account synchronized on the app, the website and in-store...) and simple to use (with an intuitive interface, updated in real time, and points that can be used in different ways if points exist). The aim is to have a fluid, easy-to-understand and “seamless” program 🪡 , to make members want to use it frequently and other customers want to join 😉.

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Some programs are accessible with a card (Fnac, Galeries Lafayette...), some directly on the brand's mobile app (Nike Run Club), others (Lacoste) are only accessible from a website where simply creating a customer account gives access to the loyalty program... And the best ones combine the possibilities 🦾 to give the user the most fluid and enjoyable customer experience possible 🥰.

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Cela est rendu possible grâce aux interfaces clients générées à la volée par Cohort. Engagez vos clients à travers des interfaces 100% customisables (typographie, couleurs, logo de votre marque, blocs à afficher…) et à l’UX fluide. Aussi simplement qu’une landing page via les campagnes Standalone ou intégrées à votre Experience Space sur site et/ou app, disponibles via emails et notifications : chaque client retrouve ses expériences, ses récompenses et son univers de fidélité dans son interface.

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This is made possible by Cohort's on-the-fly customer interfaces. Engage your customers through 100% customizableinterfaces (typography, colors, brand logo, display blocks...) and smooth UX. As simple as a landing page via Standalonecampaigns or integrated into your Experience Space on site and/or app, available via email and notifications: every customer finds their individual experiences, rewards and loyalty universe on their interface.

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Keep an eye on your competitors and position your loyalty program 🫵 among theirs, by downloading our Spider Graphs down below.

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