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The 7 biggest trends driving customer loyalty

According to 3Cinteractive, 64 percent of brands reported an increase in loyalty program membership over the last year. Omnichannel loyalty connects customers to a brand across all touch points seamlessly and provides members with the opportunity to be rewarded for spend and engagement across all channels. Furthermore, omnichannel data capture helps brands drive personalized communications and better customer experiences. Consumers expect personalization Research finds a correlation between personalization and customer satisfaction. Research indicates that consumers are willing to share data to get personalized experiences. Recently, members of the DSW rewards program were sent an email that contained how many points each member needed to receive a $10 certificate. Consumers expect brands to be socially responsible A recent study found that 81 percent of millennials expect companies to go beyond generating profit and serve as drivers of change and become active in their communities. Nearly half (47 percent) said rewards in fee-based programs are better than rewards in free programs. The decision to introduce the new tier this year was based on feedback from reward members who wanted to earn more points and subsequently enjoy more rewards. They found that consumers with strong emotional connections to retailers will visit their stores 32 percent more often and spend 46 percent more money than those without emotional bonds.