Loyalty – Going Beyond A Card

July 2012 Integrated Solutions For Retailers

By Ed Weiser, principal, retail solutions, Motorola Solutions 

Retailers must look at loyalty from both their perspective and the consumer’s perspective.

Recently, many retailers have told me that attracting or maintaining loyal customers has become a focal point of the technology decisions that are being made across their organization. While some might say this isn’t new, the gap between how retailers and consumers view loyalty is widening. I routinely ask retailers to define loyalty and write the words that come to mind on a whiteboard. When they’ve exhausted all the words they can think of, I ask them to put on their consumer hat and do the same thing.