This submit was created in partnership with Fetch
Throughout Adweek’s webinar, From Clicks to Connection: Tech’s Position in Creating Lifelong Customers, business leaders explored how manufacturers can use know-how, AI, and personalization to drive emotional connections, construct group, and create lasting relationships.
Robin Wheeler, chief income officer at Fetch, kicked off the occasion by highlighting a current success of the platform: crossing $1 billion in rewards to shoppers in 2024. She attributed the expansion to Fetch’s intuitive and enjoyable consumer expertise, which helps them seize strong and complete knowledge insights. “We make scanning receipts and gathering rewards really easy, so enjoyable, so intuitive—and it’s aggressive,” Wheeler defined. “Customers are scanning 11 million receipts every day, translating to $179 billion yearly. This exercise provides us an unparalleled 360-degree view of the buyer, permitting manufacturers to focus on shoppers in a extremely related method.”
This complete understanding of client conduct highlights the facility of data-driven personalization in driving short-term engagement and retention. However, as Shiv Singh, co-founder of AI Trailblazers, identified, true loyalty requires trying past rapid wins. “Loyalty is a long-term play,” Singh said. “After I was at LendingTree, we made three-year projections on what we’d get from our loyalty base. Anchoring boards and CEOs in that mindset is important.”
The position of emotional connection
A number of panelists agreed that constructing an emotional connection is foundational to loyalty. Grace Dolan, chief advertising officer at GrandPad, defined how the corporate builds group for senior customers by way of shared experiences. “We partnered with Delta to attach World Warfare II veterans year-round,” she shared. “Loyalty is about creating irreplaceable advantages that resonate deeply with our viewers.”
Christopher Nurko, international director of name integrity and expertise at DDB Worldwide, argued for the facility of shared tales in advertising. “As we discuss loyalty and personalization, it’s straightforward to overlook that shared experiences bind us as people,” he mentioned. “Manufacturers that create shared tales are those that actually stand out.”
Personalization meets group
Whereas AI and predictive analytics are pivotal instruments for personalization, panelists emphasised the significance of going past data-driven ways. Ajit Sivadasan, president and international head of direct-to-consumer at Lenovo, highlighted the worth of constructing real buyer relationships, stating, “Loyalty applications ought to reward present conduct, not simply incentivize.” He added, “Constructing nice merchandise—and experiences—stays the cornerstone of tolerating relationships.”
Robin Wheeler expanded on Fetch’s distinctive and private method to constructing their group of customers. “We’ve created a loyalty ecosystem the place manufacturers are the middle of pleasure. Our platform connects the dots throughout client purchases, providing manufacturers exact insights to drive each acquisition and retention,” she mentioned. Wheeler additionally shared an instance the place a CPG firm used Fetch to increase its portfolio attain, “The typical purchaser bought three manufacturers, however inside our ‘membership’ loyalty program, they purchased seven.”
Wanting forward
As know-how evolves, manufacturers should steadiness high-tech instruments with high-touch methods. “Relevance and resonance are key,” mentioned Melissa Berger, chief options officer at Digitas. “It’s not sufficient to be related to a thousand microsegments. Manufacturers should additionally create emotional moments that resonate and maintain prospects coming again.”
