Kobie Marketing | Blog
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Kobie is a global leader in loyalty marketing and an industry pioneer, delivering end-to-end strategy, technology and program management solutions.
Kobie Marketing | Blog
5d ago
A loyalty program’s core purpose is to make engaging with a brand fun while fostering long term loyalty. It rewards members for their commitment, creating lasting love for the brand. Points, miles, or cashback offer members tangible value, often perceived as “fun money.” Behind the scenes, these rewards come with costs, which is something members rarely consider. For brands, finding the delicate balance between driving member engagement and managing program liability (the points that members accumulate) is essential. If a loyalty program’s liability is ignored, it can snowball into an unsustai ..read more
Kobie Marketing | Blog
1M ago
New Legislation May Limit Co-Brand Issuers from Devaluing Airline Loyalty Currency There has long been debate over whether points and miles earned in loyalty programs can be considered real currency. As loyalty practitioners, we know that a significant segment of members are hyper-aware of their points or miles balances, carefully maximizing their currency for the greatest returns. Airlines, in particular, have some of the most loyal members – individuals who go to great lengths to preserve their status each year and who are determined to get maximum value from their earnings. However, as prof ..read more
Kobie Marketing | Blog
1M ago
To keep up with evolving markets and loyalty economics, while driving value for your members, it’s inevitable that your loyalty program will change over time. Whether the changes are more beneficial to the consumers, the brand, or ideally both, the way the changes are positioned and promoted, plays a key role in member adoption. At Kobie, we have decades of experience helping brands navigate the impacts of these changes with members across a range of industries. Here are six key principals to consider as your loyalty program evolves: 1. Lead with transparency With consumer trust at an a ..read more
Kobie Marketing | Blog
1M ago
In times of economic uncertainty, customers often adjust their spending habits, prioritizing value and financial caution. For brands, this presents a unique challenge: how can you keep price-conscious customers engaged without relying solely on discounts? Kobie’s VP of Strategic Consulting, Chris Barnett, recently weighed in with Loyalty360 on this topic and we’re here to highlight the key takeaways of the conversation. Given the economic environment, how should brands balance offering value through their loyalty program without relying heavily on discounts? Building loyalty in tough tim ..read more
Kobie Marketing | Blog
1M ago
Loyalty Live: Kobie on The Heart of Loyalty 2024 Consumer Research Report Loyalty360 recently spoke with Dr. J.R. Slubowski, Kobie’s AVP of Strategic Consulting and Head of Kobie’s Research Center of Excellence, about key findings in its recent consumer research report. “In past studies, we were a little more exploratory to get a read on what consumers are thinking,” begins Slubowski. “With this one, we entered with specific ideas around what we wanted to talk to consumers about—like the foundational components of programs, the features and benefits that resonate with members, and how th ..read more
Kobie Marketing | Blog
1M ago
Kobie Day is an annual celebration of all things culture at Kobie. From growth & development to DE&I, to building meaningful relationships and celebrating wins – this is our time to come together and highlight the values that make us a place where the best and brightest in loyalty want to work. Our 2024 Kobie Day took place in August, beginning with the announcement of mid-year promotions to honor the growth and development of individuals. A highlight of the morning was our DE&I Women’s Panel, hosted by the Celebrate It committee to honor Women’s Equality Day. This panel was not ju ..read more
Kobie Marketing | Blog
2M ago
In the hyper-competitive marketplace of today, data reigns supreme. As brands navigate this data-rich landscape, they’re constantly on the lookout for ways to turn information into action. Enter “Return on Data” (ROD) – a powerhouse KPI that’s revolutionizing how forward-thinking brands operate, especially when it comes to nurturing customer loyalty. At Kobie, we’ve recognized the transformative power of ROD and have made it a cornerstone of our approach to loyalty strategies. Understanding Return on Data Think of ROD as your data’s report card. It’s a straightforward yet powerful metric that ..read more
Kobie Marketing | Blog
2M ago
In the realm of customer loyalty, personalization has become a critical factor in creating meaningful connections with members. Kobie’s 2024 Consumer Research Report explains the nuances of personalization, clarifying what makes an experience feel personal to consumers and how brands can leverage this to grow loyalty. The Deficit Strategy of Personalization Personalization often operates as a deficit strategy. This means that while consumers may not overtly notice when personalization is done right, they quickly become dissatisfied when it is done wrong. The report reveals that certain persona ..read more
Kobie Marketing | Blog
2M ago
In today’s loyalty landscape, understanding your customers is no longer a luxury – it’s a necessity. Traditional loyalty programs that rely solely on transactional data, such as purchase history, are losing their effectiveness. Kobie’s Triple Play Data™ framework addresses this challenge by offering a powerful approach to building lasting customer relationships. What is Kobie’s Triple Play Data™? Kobie views loyalty as multi-dimensional, utilizing our Triple Play Data™ framework. This three-pronged approach provides a 360-degree view of the customer, enabling brands to drive deeper engagement ..read more
Kobie Marketing | Blog
2M ago
In the competitive landscape of loyalty programs, brands constantly seek strategies to deepen customer engagement and drive incremental value. One strategy that has gained traction is tier-based programs, which reward customers with higher status as they demonstrate loyalty and increased spending. While many brands endow status by offering members an elevated tier level as a temporary incentive, this approach can come with some intended consequences. There is an alternative that may alleviate some of these downsides – endowing progress. At Kobie, we’ve explored this concept extensively, partic ..read more