How Loyalty Programs Can Help Monetize Apps

Episode #15 of the Mass Appeal podcast

In this episode of the Mass Appeal podcast, our host Tommy sits down to chat with Alex Saul, an expert with 25 years in customer loyalty, to discuss something that makes a loyalty program truly effective: a customer-centric approach.

Alex is the one to speak on this topic – he has created, developed, managed, revitalized, and launched digital customer loyalty strategies for major international brands like American Express, Mastercard, Aeromexico, Puntos Colombia, and FEMSA.

Deeply understanding customer needs is key. Successful loyalty programs start with grasping what customers truly want and need. This involves actively engaging with them across various channels to gain comprehensive insights. The newest data shows that customers’ preferences in loyalty programs have evolved to favor variable rewards, which Alex explains can significantly boost user engagement. Unlike fixed rewards, variable rewards create a sense of anticipation and excitement, encouraging customers to stay engaged over the long term.

Alex and Tommy will also discuss why integrating retail media as a revenue generator is essential. By tracking omnichannel traffic, brands gain customer insights that allow them to tailor their offerings more effectively. This enhances customer experience and new monetization avenues.

Listen to the full episode for actionable insights that you can immediately apply to your business.

What’s the Topic?

Don’t miss out on learning about:

• How do you go about understanding what a customer’s needs are?
• How did the way loyalty brands view monetization change?
• What are variable rewards? 
• What monetization strategies work well in addition to variable rewards?

What to Listen Out for

• 2:00 Alex’s background
• 5:43 Challenges in the loyalty industry
• 7:55 Learning the true meaning of loyalty
• 10:05 Understanding the customer
• 12:00 The science behind loyalty
• 14:30 How loyalty can support monetization
• 18:00 Variable rewards
• 23:35 What is retail media?
• 25:23 How loyalty can help brands track omni channel traffic
• 28:37 Responsible retail media
• 31:45 Consumer insights help monetization

Quote

“When customers know they can receive a reward for specific behaviors, their dopamine levels increase, driving them towards that reward. If you understand these interactions and the reasons behind a customer’s desire for rewards, you can develop well-designed loyalty strategies that bring positive results for the brand.”

– Alejandro Gonzalez Saul, Loyalty Expert