Host | Kate Maszluch, SVP Marketing at Tryzens Global   

Guest | Leanne Franks, Head of Customer Experience at Tryzens Global

Peak season has ended, and many brands saw an influx of new customers. But how can they turn these one-time shoppers into loyal, lifetime customers?

In our latest discussion, Kate talks with Leanne Franks, Head of Customer Experience at Tryzens Global, to explore the role of loyalty programs in building long-term customer relationships. 

Through our customer experience services, we help clients gain a deeper understanding of their customers, enabling them to create seamless, omnichannel experiences.

We’ve seen a rise in conversations around loyalty programs. For brands that already have one, the focus is on optimizing it. For those without, there’s a growing interest in adopting and implementing them.

The reason? In the current macroeconomic climate, acquisition is becoming more expensive, so brands are shifting their focus toward retention and lifetime value. 

A well-designed loyalty program does more than just encourage repeat purchases; it fosters emotional loyalty, brand advocacy, and deeper engagement through strategies like exclusive rewards, community-building, and charitable contributions. 

Leanne highlights the common characteristics of a good loyalty strategy while emphasizing that there is no one-size-fits-all approach.

The key to success, then, lies in understanding your customers – what they value, how they shop, what keeps them coming back, and understanding generational differences. 

What are the key questions brands should be asking? And what are the first steps in better understanding their customers and what they expect? Many businesses still rely on assumptions and internal opinions rather than data-driven insights.

Watch the video for full insights into building a successful loyalty strategy. 

Your loyalty guides

For a holistic understanding of the current loyalty landscape and how to craft a program that truly resonates with your customers, explore our two in-depth guides created in partnership with Shopify.

The Loyalty Landscape analyzes 60 leading loyalty programs across the UK, US, and Australia, giving you a comprehensive view of what’s working in today’s market. 

The Loyalty Program Playbook is packed with data-driven insights and actionable strategies to help you build a program that drives long-term customer engagement.