‘Double dipping’ coalition programs have been popular in B2C loyalty programs for some time – how many of us have paid for a flight on a credit card and earned air miles for both transactions?

From a business perspective, coalition programs offer these key benefits:

It’s a bit of an understatement to say that the global pandemic has caused challenging trading conditions for a lot of businesses. Lockdowns have meant drastically reduced or zero product sales. Customers have become less motivated to buy from you and are more cautious about their spending. And if your company runs a loyalty program, the knock-on effect may well be that program members have given up on it.

After a period of dis- or even un-engagement, cancellations, and plummeted sales figures, it is time to reconnect with your B2B loyalty program members.

In our conversations with organizations that are assessing B2B loyalty and incentive programs, a number of negative perceptions inevitably surface.

Here are the top 5 myths about loyalty programs and our evidence as to why they simply aren’t true. 

Technology is now defining the route which companies need to take in order to stay relevant and is changing at a rate so fast that organisations and to some extent, society is struggling to keep up.

And whilst digital transformation can start with the introduction of new tech, business transformation is inevitable, which can mean a complete overhaul in a company's products, positioning and ultimately, business goals.