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Ever wondered why anyone should sign up to your loyalty program – and perhaps more importantly, how they stay loyal to your brand or product? It's a good question, and it deserves careful thought: What are we actually trying to solve for the customer, and why would they care? My own answer comes from my dog's food. My dog needs an extra "fatty diet", and buying the right one used to be a jungle, and a tedious one. A trip to a specialist retailer, then hauling a 10 or 25 kg bag home on top of the groceries. Now it's on subscription. It arrives when I'm about to run out, it's matched to my dog's needs, and my dog's name is on the sticker (adorable, I know). I don't plan it, track it or carry it. The brand has taken the logistics off my hands. (If they could fix my dog's breath too, I'd be theirs forever 😅) Sure, there are loyalty points in there too. They're a nice extra, but I couldn't tell you what I get from them – and they're not why I became a customer in the first place. Points clearly matter, though. In Merkle's Loyalty Barometer survey (of 2,000 US consumers), rewards are the second most common reason people keep choosing a brand, right after price. Easy & convenient comes fourth, not far behind. All four top reasons are practical ones. But practical isn't the whole story. In the same survey, most people hold an emotional bond with their favorite loyalty program: 74% of Millennials (guilty as charged, I'm one of them), and at least 57% in every generation. Which makes the way many programs are built even stranger. Points come with a countdown. The message is basically: "you're only worth rewarding if you hurry." Why would loyalty be valued only for a limited time? I'd rather have rewards that hold their value and benefits I'd actually use. So, the question I'd ask before building or fixing any program: What effort are we taking away for the customer, and what value are we giving that doesn't run out? Now I'm curious whether it looks the same in Denmark and Europe. What's the one membership you'd never cancel? And would you still stay if the points disappeared tomorrow? P.S.: The Loyalty Barometer also found that expiring points are the top reason members walk away. If you're curious to read more, I've added a link to the full report in the comments

If you get someone into your loyalty program, they'll spend more with you. Quite a lot more actually. 78% of members in a loyalty program spend at least 20% more with the brands they're signed up to. But the program itself isn't really what earns that. The first purchase experience is still the biggest driver of loyalty, across every generation. For retail brands, FMCG and other B2Cs, this is a reminder that loyalty is built at the checkout, and not solely in the rewards tab.

Together with Merkle, danbolig built an AI-powered experience that transforms customer input and neighbourhood data into personalised stories tailored to each buyer's lifestyle. The result was a 75% increase in engagement among users who interacted with the experience, a conversion rate of 26%, and a qualified lead rate of 10%. See how an AI-powered experience moved beyond traditional personalisation to create genuine customer relevance.

JYSK is servicing millions of customers every day across 28 markets. But scale without the right insight is never effective. The difference between standing out and blending in is knowing each customer and reaching them at exactly the right moment. That's how personalisation should work.

JYSK serves millions of customers every day across 28 markets. With competitors having access to vast amounts of data as well, they needed a competitive edge. So, they built something different. By creating a unified system that transformed fragmented data into instant action, JYSK was able to drive 47.5% of its email revenue through automation, while personalized recommendations delivered an overall growth of 210%.

JYSK serves millions of customers every day across 28 markets. With competitors having access to vast amounts of data as well, they needed a competitive edge. So, they built something different. By creating a unified system that transformed fragmented data into instant action, JYSK was able to drive 47.5% of its email revenue through automation, while personalized recommendations delivered an overall growth of 210%.