Designing Omnichannel Loyalty Campaigns: How Retailers Create Value Through Data and Engagement

Branca, Generoso; Ciacci, Andrea; Katris, Damien; Ezan, Alexandro

doi:10.57590/1120-5032-202602eng-5

The growing complexity of retail is redefining the role of loyalty programs (LPs), which can no longer be treated as isolated promotional initiatives. Due to the proliferation of digital touchpoints and rising customer expectations, campaigns are evolving into integrated systems capable of generating commercial, relational, and informational value. In this article, based on empirical research by The Continuity Company (TCC), we analyze the ongoing transformation from an omnichannel perspective, highlighting how experience design comes into play, and how touchpoints, data, and engagement mechanisms are being integrated. Drawing on concrete case studies, we identify three design levers—relevance, differentiation, and growth—that can guide marketers in designing and running loyalty campaigns over time.

E&M

2026/2

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