Retailers are building online communities of like-minded people with new and emerging online services.

In 2013, retailers began to experiment with technology to better incentivize customer loyalty programs. They did this by heavily investing in platforms and experiences that encourage and reward engagement.

Whether the efforts were campaign-driven or focused on using technology to further augment current loyalty programs, retailers are now focused on creating like-minded shopper communities in hopes of helping build individual customer loyalty with value that extends to the associated retailer.

Investing in communities seemed to dormant practice, as most retailers have focused on building presences on individual social media platforms and channels that their customers use such as Facebook, Twitter, Vine, YouTube, Pinterest and Instagram.

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