Online resources, market updates, product and sales education, blogs, and other types of content have become signature features for B2B programs. We predict that in 2022, the use of authentic and customised research will take centre stage in the value proposition of loyalty programs.

In the uncharted territory in which we find ourselves today, it makes sense to reflect on the road ahead in 2022 and help redefine the business of loyalty. Recently, online marketplaces have proliferated in B2C markets. For instance, Amazon’s Marketplace now accounts for a significant portion of growth in their online sales. It is easy to see why.

Here’s the fourth of our loyalty doctors’ five prophecies for what’s in store over the next 12 months.

It goes without saying that we are all embarking on an era in which we will have to learn to live with the virus, its aftermath and an uncertain return to a different normal. How will that impact on loyalty programs in 2022?

What does 2022 have in store for the loyalty marketing landscape as we enter the beginning of what is now referred to as the ‘para-Covid period’? As loyalty marketers, we will need to prepare for a business world in which customer loyalty is re-imagined, the rules of engagement are being rewritten and core values are being revisited. This makes reflections on loyalty marketing trends for the coming year both extra challenging and extra special. In the uncharted territory in which we find ourselves today, it makes sense to reflect on the road ahead in 2022 and help redefine the business of loyalty

What does 2022 have in store for the loyalty marketing landscape as we enter the beginning of what is now referred to as the ‘para-Covid period’? As loyalty marketers, we will need to prepare for a business world in which customer loyalty is re-imagined, the rules of engagement are being rewritten and core values are being revisited. This makes reflections on loyalty marketing trends for the coming year both extra challenging and extra special. In the uncharted territory in which we find ourselves today, it makes sense to reflect on the road ahead in 2022 and help redefine the business of loyalty

Loyalty programs will increasingly reflect growing awareness of climate change and global social issues – for example members could exchange their points for ‘responsible’ rewards. And creating a Game of Thrones comms strategy could be an ideal way to grab your loyalty program participants’ attention.

In January 2016 we predicted the top 10 trends that B2B loyalty marketing would witness during the course of the year. But did we get it right? Let’s take a look back ….