Acxiom’s Elizabeth Donovan: Why Some Loyalty Programs Miss the Mark

Loyalty programs are built around the idea that customers keep coming back. Elizabeth Donovan thinks brands have the causality backward. The customer doesn’t owe the brand loyalty. The brand has to earn it first. “You have to, in fact, as the brand, be loyal back to your customer. Your customer will always come back to you, especially if you’re providing them value,” Donovan, EVP and Head of Commerce and Retail Media Networks and Growth Monetization at Omnicom’s Acxiom, told Beet.TV