AI revolutionises loyalty programs with personalisation
The ongoing evolution of AI technology is significantly impacting loyalty programs, as showcased in the recent Asia Pacific Loyalty Awards, calling attention to how businesses are adapting with AI-powered personalisation.
ALH Hotels Group was acknowledged for their loyalty program, driven by Eagle Eye's solutions.
Matthew Zimmerman, Head of Loyalty at Pub+, ALH Hotels, provided insights on the transformative potential of AI in loyalty programs, asserting that AI-personalisation allows marketers to set key performance indicators (KPIs) and have the tools to recommend, forecast, select members, and develop campaign content and assets.
"This will enable the marketer to quickly implement campaigns to meet the defined KPIs, rather than waiting on all departments to complete their deliverable," he said.
IMO Wash Club AU, another finalist recognised for its AI-driven loyalty program, elaborated on the future of AI personalisation.
David Trevan, Managing Director of IMO Car Wash Australasia, emphasised the significance of data in creating personalised loyalty experiences.
"This might look like offers based purely on customer behaviours and preferences, delivered through digital channels. It's smart, seamless and customer-friendly," he commented.
Utadi Murphy, Executive Manager for Product, Digital and Customer Experience at Qantas, highlighted the importance of data-driven personalisation as a competitive factor in strong loyalty programs.
"Creating strong data foundations and using the right tools to increase relevance to your customers will drive greater conversion and increased stickiness," Murphy said.
He added that personalisation should be integrated into a business's unique value proposition and backed by apt capabilities.
Sarah Richardson, Advisory Board Chair at the Australian Loyalty Association, pointed out the potential impact of Agentic AI on personalising loyalty experiences.
"Personalised AI agents available for high-value loyalty members will significantly enhance the experience within programs," Richardson explained. "Having an agent that can answer all your queries with relation to your membership as well as past purchase information will be a game changer for organisations who develop these capabilities early on."
Further exploring the subject, Jonathan Reeve, Vice President, APAC at Eagle Eye, outlined the future of marketing in terms of "Marketing in the moment," which depends on personalised, context-aware engagement strategies using real-time data.
"AI-driven technologies can process customer data, purchase history, and contextual triggers in real time, allowing retailers to offer customised rewards, notifications, and promotions that resonate with the customer's immediate needs and desires," Reeve noted.
