Observed Signal · Apr 26, 2023 · Other · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Measuring Customer Loyalty Programs: Tips and Insights
This article from CMSWire offers guidance on measuring customer loyalty programs, using Hannaford Supermarkets as a case study. John Giaquinto, senior director of customer loyalty and digital marketing, explains the program's launch in 2018, its digital structure, and the importance of collecting customer data. The piece emphasizes customer involvement in reward design and outlines advanced measurement methodologies, including test-and-control, synthetic control, and customer migration analysis. Consultant Howard Schneider adds that successful programs deliver both economic and emotional rewards and must be dynamic. Giaquinto provides three key advice areas: focus on high-order metrics, recognize long-term retention effects, and design programs at scale.
Provides practical insights on measuring loyalty programs, but is not a major industry-shifting event.
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Key Takeaways & Evidence Grounding
- Hannaford Supermarkets launched its purely digital loyalty program, My Hannaford Rewards, in January 2018.
- Customers earn rewards equal to 2% of their private brand sales, activated quarterly.
- Hannaford uses test-and-control and synthetic match-panel methodologies to measure incremental visits and sales.
- John Giaquinto joined Hannaford in 2016 and led the loyalty program's build and launch.
- Howard Schneider advises that loyalty programs must be dynamic and deliver both economic and emotional rewards.
Connected Companies & Entities
1 Entity mapped“Hannaford Supermarkets, then part of Delhaize and now, after the merger, Ahold Delhaize....”
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