Creating addictive loyalty programs: Insights from Karin Rise

Karin Rise has been the driving force behind some of Sweden’s most successful loyalty programs. Her expertise has shaped initiatives for renowned brands like Akademibokhandeln and ICA Stammis. Most recently, she led the Concept development for Scandic Hotels' revamped loyalty program, reaching an impressive 3 million members.

Can you share a bit about your background and what inspired you to focus on loyalty programs?

I started my career within a research company, exploring what drives customer satisfaction and loyalty. This naturally led me to focus on loyalty programs. By studying customer behavior, I realized the importance of not just understanding what drives loyalty, but also creating systems that reward the behaviors we want to encourage. This journey has allowed me to design and improve loyalty programs across different industries. Each program is a unique challenge, keeping me engaged and always learning. What I love most is turning insights into strategies that boost customer engagement and retention.

How do you keep customers engaged and motivated to participate in loyalty programs?

To keep customers engaged in loyalty programs, the rewards need to be relevant and tailored to their preferences, making them feel appreciated. The program should be easy to understand and use, so members can join in without any hassle. Beyond just rewards, it's important to build a strong connection with the brand. Engaging communication, like gamification, or exclusive experiences, helps create an emotional bond. This closeness, along with valuable rewards and easy participation, is what keeps customers loyal and engaged over the long term.

How do you see loyalty programs evolving in the next 5-10 years?

In the next 5 to 10 years, loyalty programs will become even more important. They provide companies with valuable customer data, which helps create new ways to engage and gives customers more reasons to interact with the brand. This data is key for improving what companies offer, allowing for more personalized experiences and stronger long-term loyalty. Omnichannel integration will be crucial, ensuring a smooth experience across online, in-store, and mobile interactions. Additionally, coalition programs, where multiple brands team up, will become more common. These programs will give customers more flexibility to earn and use rewards across different brands, boosting loyalty and engagement.

What advice would you give to companies looking to start or improve their loyalty programs?

Evaluate Current Performance: Begin by thoroughly assessing how your program is doing and identifying any issues. This will help you figure out what changes are needed to align the program with your goals.

Get Top Management Onboard: It's important for top management to make the loyalty program a priority for the brand. Success requires the involvement of many functions, not just one person.

Encourage Team Collaboration: Understand that a successful loyalty program is a team effort. Involve cross-functional teams to bring in diverse expertise and create a seamless and engaging customer experience. By fostering this collaborative environment, you'll be well-equipped to develop a loyalty program that truly connects with customers and delivers great results.

Want to know more and have a chance to ask Karin Rise questions? Join us in this exclusive seminar tailored for senior marketing executives, focusing on Business Experimentation and Addictive Loyalty Programs: https://eidra.confetti.events/business-experimentation-addictive-loyalty-programs/