Salesforce has introduced a new Loyalty Management product to help businesses, including retailers, increase customer trust and engagement.

Built on the Salesforce Customer 360 Platform, Loyalty Management allows companies to build intelligent loyalty programs created with clicks, not code, so they can be quickly implemented and easily customised.

While loyalty programs can help develop long term relationships with customers and drive growth, many rely on outdated, fragmented technology that fail to provide integrated experiences and are unable to evolve with industry trends. As a result, they offer little value to the business or customer and end up lowering trust instead of increasing it.

With Loyalty Management, businesses can design a variety of different programs that meet their unique needs, whether it is a tiered membership program or points per purchase.

For example, a hotel chain can easily customise offerings to each local market to account for different experiences and amenities, such as tickets to a local professional sports game or a local winery that offers tastings, and evolve these offerings over time based on popularity and seasonality.

Companies can pull in their customer data—including marketing interactions, purchase history and website visits—to create a unified view of the customer and inform personalised promotions. For example, an outdoor retailer can promote an exclusive ski trip in partnership with a local ski resort, or a B2B manufacturer can reward a business customer with credit for attending a webinar or product training. 

As Loyalty Management is integrated into the Salesforce Customer 360, customers can easily sign up for loyalty programs through Salesforce Experience Cloud and businesses can send personalised content and notifications with Salesforce Marketing Cloud and Customer 360 Audiences.

In addition, companies can integrate external systems, like a customer data platform, with APIs and integrate third party solutions from Salesforce AppExchange, such as geolocation-based notifications for when a customer is near a store, to enhance the program.

With Tableau CRM for Loyalty Management, companies can measure program performance, member acquisition and engagement, and partner performance in a dashboard and then determine the best path forward based on real-time data. For example, a retailer can identify when their members aren’t using their points and offer them new incentives to redeem points to reduce liability.