What is Coalition Loyalty Program?
A coalition loyalty program is a loyalty program operated by more than one company. Coalition loyalty programs can be useful for smaller businesses needing to band together, or for specific purposes related to mergers and acquisitions, or wherever two brands benefit from sharing a loyal customer audience.
Coalition loyalty programs often work in a similar way. There's a collaborative approach to things like coupons and discounts, with cross-promotion across brands. The funding requirements can be shared between the companies involved. These companies can also share customer data and other business intelligence throughout the corporate partnership.
Businesses can benefit from cross-promotional traffic, where individual brands advertise each other for a wider audience. For example, a collection of independent family supermarkets might decide to run a coalition loyalty program where their savings cards work in one of the participating stores. This helps customers avoid the burden of having individual loyalty cards for everyone. These companies would also typically combine their promotional efforts to advertise their 'corporate family' with their own values and ideals against local competitors who would normally be larger, more established corporate grocery chains.
Coalition loyalty programs make a lot of sense in today's economy and are supported by new technologies such as: B. of more advanced big data handling architectures and loyalty card reader setups that transfer valuable data into loyalty program systems.