Fiona Stevens, of LoyaltyLion, on Best Practices For Online Loyalty Programs

Loyalty programs — which encourage more customer referrals, higher customer retention, and greater sales — have been around since the 1920s but have recently been turbocharged by the rise of e-commerce. Online loyalty programs come in many forms, including points-based programs, paid programs, tiered programs, those offering experiential rewards, and those recruiting customers as “brand advocates.”

LoyaltyLion is a UK-based company whose platform lets brands conduct sophisticated loyalty programs in concert with major ecommerce platforms, including Shopify, Magento, and BigCommerce. In this interview, Kevin Lee interviews Fiona Stevens, LoyaltyLion’s Head of Marketing, who is a strong advocate for building communities of brand advocates “beyond the dashboard.” While accomplishing this task is never easy, Fiona offers some concrete advice for brands seeking to do so.

In the complete discussion, Kevin and Fiona discuss details of the LoyaltyLion platform, the different types of rewards offered to customers, including experiential rewards, the importance of timing in rewards programs, programs incorporating gamification, reward program best practices, the role of rewards programs in an environment in which cookies are deprecated, and other issues relevant to digital marketing and rewards program implementation.