Acxiom, MullenLowe Profero and Antavo collaborate on next gen customer loyalty programme

Customer loyalty cards.
Acxiom, MullenLowe Profero and Antavo collaborate on next gen customer loyalty programme
Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

Acxiom and MullenLowe Profero have extended their global FUSE proposition, announced earlier this year, to bring loyalty services to their clients and the markets they operate in. 

As part of these loyalty services they have partnered with provider Antavo, a specialist in pure-play customer loyalty programme technology. The three companies offer customers and prospects loyalty programme strategy, design and execution services with Antavo providing technology that is directly integrated with existing marketing ecosystems.

The economic impacts of the pandemic have seen brands and retailers pushed to do more with the data they have and develop customer loyalty across several different touchpoints, given physical locations have largely been closed. Loyalty programmes today often fall flat because of disorganised and unconnected customer data. 

Earn and burn

Blanket discounting and ‘earn and burn’ measures have become commonplace, but not every customer is motivated through financial means. Loyalty programmes must become sophisticated enough to recognise their true needs, and build long-lasting trust by engaging members through the whole customer lifecycle.

The partnership between the three companies sees MullenLowe Profero responsible for the design concept, Acxiom providing the customer intelligence and integration services, and Antavo delivering the underlying technology of loyalty programmes for brands.

Sheila Power, VP of UK & North America at Antavo, said: “Collaborating with MullenLowe Profero and Acxiom gives brands and retailers around the globe an entirely customisable loyalty programme solution that works across platforms, devices, and locations.

“Customer loyalty is no longer just about detecting and calculating basket and purchase sizes. Non-transactional activities, like referring friends, bringing back used items for recycling and even working out can all be rewarded to build brand love – and any loyalty programme should be able to recognise and accommodate these.”

Dean Lanzman, head of data at MullenLowe Profero, said: “Bringing our combined expertise together offers our customers a huge opportunity to supercharge their existing loyalty programmes. With our customer experience and creative expertise, we are able to offer completely tailored solutions to meet the needs of all kinds of industry verticals, and help brands keep their customers coming back.“

Jason Skelton, platform alliances lead at Acxiom, added: “Our customers receive an immense amount of specialist expertise and technology capability as a result of this partnership. Acxiom’s strengths in customer intelligence and marketing technology complement the loyalty technology that Antavo brings to the fore. Combined with the conceptual thinking and experience design offered by MullenLowe Profero, this makes for an extremely compelling solution for our customers.”

Want to find out more from executives and thought leaders in this space? Find out more about the Digital Twin World event, taking place on 8-9 September 2021, which will explore augmenting business outcomes in more depth and the industries that will benefit.


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