“Supercharged expectations are pushing traditional payment and loyalty infrastructure beyond what it was originally designed to do. Handling customer engagement and purchasing, while integrating loyalty, on multiple channels, platforms, devices and locations is proving extremely difficult and costly. Connecting multiple datasets, managing disparate systems and working with suppliers - already a significant undertaking - is only getting more complex.
This growing complexity is driving a disconnect between brands and customers when it comes to loyalty. Many brands are struggling (or refusing) to adapt to shifting market demands and new market trends (such as Direct to Consumer (DTC) and subscription models) sparked by a more empathetic and environmentally aware Gen Z. Customers want a more meaningful engagement with brands and to feel part of a broader purpose. They expect hyper-relevant and in-context personal service and a wraparound feeling of being valued.”
