ASK AN EXPERT: RYMAX’S EVE KOLAKOWSKI ON BUILDING A SUCCESSFUL LOYALTY PROGRAM FOR BOTH B2C AND B2B
The rate of change has never been greater — or faster — for the footwear industry, with new challenges popping up every day in nearly all corners of the business, from navigating cash crunches and supply chain issues to understanding the latest technological advances. In its “Ask An Expert” series, FN asks industry leaders — all solutions-based providers — to take on some of the most timely topics.
Loyalty programs have been around for decades, but the modern consumer expects a more creative and personalized offering in order to stay engaged. Brands that are able to get this right will reap their own rewards, as their most loyal customers become ambassadors for their brand. But ineffective loyalty programs can become a time and money drain at best, and a negative customer experience at worst.
Eve Kolakowski, CEO at loyalty platform Rymax, spoke with FN about the building blocks of a successful program and how the B2B market can also take advantage.