New data reveals that personalised rewards are having a significant impact on shopper behaviour.
According to recent research from Bazaarvoice, 31% of UK shoppers say that personalised discounts and rewards enhance their loyalty to a brand.
Over a quarter (28%) report that tailored incentives inspire them to shop more frequently.
Furthermore, research indicates that 50% of brands are planning to integrate AI into their loyalty programmes to enhance their personalisation capabilities.
Zarina Stanford, CMO at Bazaarvoice, said about the findings, “In an era where consumers are inundated with choices, personalisation and contextualisation can prove to be a differentiator for brand loyalty and customer engagement.
“Why? It creates seamless and relevant experiences. Personalised and contextual (right time, right place, right form) offers and rewards go beyond generic discounts, they shape consumer decisions by delivering meaningful value tailored to individual preferences.”
Why do we care?
For affiliate marketers, the evolution in data and personalisation presents exciting new opportunities.
Affiliates who already have access to high-quality first‑party data – be it cashback apps, browser extensions, or other kinds of loyalty programmes – are uniquely positioned to collaborate with brands.
By securely sharing this data in privacy‑first data clean rooms, affiliates can match more accurate, personalised deals to their audience. This, in turn, drives higher-quality traffic to advertisers ‘sites.
On top of that, stronger consumer relationships are fostered between the affiliate and brand in the process, since the user isn’t being spammed with irrelevant offers.
I’ve heard a lot of discussion among publishers about this kind of strategy, but I have not heard much about if this has been effectively put into practice yet.
Are advertisers interested in these kinds of collaborations?
If you have any more insights or would like to discuss this further, please get in touch at sol.wilkinson@hellopartner.com.
One thing is clear: Loyalty partners and closed-user group affiliates are primed for many opportunities right now. From the ICO recognising loyalty cookies as ‘strictly essential’ to these retail media opportunities, it’s a good time to be (and partner with) a loyalty affiliate.
