{"id":6486,"date":"2025-09-30T12:14:50","date_gmt":"2025-09-30T11:14:50","guid":{"rendered":"https:\/\/www.biworldwide.com\/uk\/?p=6486"},"modified":"2025-09-30T12:14:52","modified_gmt":"2025-09-30T11:14:52","slug":"personalising-channel-loyalty","status":"publish","type":"post","link":"https:\/\/www.biworldwide.com\/uk\/our-work\/blog\/personalising-channel-loyalty\/","title":{"rendered":"Personalising Channel Loyalty"},"content":{"rendered":"
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\n\t\t\t\tPersonalising channel loyalty\t\t\t<\/h1>\n\t\t\t\t\t\t\t

\n\t\t\t\t\tThe path to AI-powered engagement\t\t\t\t<\/h2>\n\t\t\t\t\t\t\t\t\t\t
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Let’s Talk<\/a><\/div>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tNicole Owen\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t, Managing Director, Technology Solutions Group, BI WORLDWIDE<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tMark Pearson\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t, Vice President, Loyalty Marketing, BI WORLDWIDE<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tMore about the authors<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n
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When it comes to channel incentive and loyalty programmes, personalisation is key. The more personalised, the greater the outcomes, both in terms of partner satisfaction and business performance.<\/p>\n\n\n\n

This blog explores how personalisation can be built into channel loyalty programmes from the ground up, and how businesses can evolve their strategies using AI-powered targeting.<\/p>\n\n\n\n

The Power of Personalisation<\/h2>\n\n\n\n

Channel loyalty programmes thrive when they feel relevant and rewarding to the individual partner. Because of that, we start thinking about personalisation right from the beginning, during programme design.<\/p>\n\n\n\n

Leveraging a concept known as idiosyncratic fit<\/em> from behavioural economics plays a central role here. It refers to the feeling that a programme is uniquely suited to a partner\u2019s needs and strengths. When partners perceive this fit, they\u2019re more likely to engage consistently and pursue maximum rewards.<\/p>\n\n\n\n

Designing channel loyalty with layers of personalisation<\/h2>\n\n\n\n

Effective personalisation is a layered strategy. Here\u2019s how it can be built into every aspect of a loyalty programme:<\/p>\n\n\n\n

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  1. Programme Rules and Earning Schedules<\/strong><\/li>\n<\/ol>\n\n\n\n

    At the foundation, both the core-programme rule structure and earning schedule should be based on partner-specific purchase characteristics. For example, rewarding channel partner’s for year-over-year progress is much more effective than rewarding for an average or one-size-fits-all target.<\/p>\n\n\n\n

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    1. Targeted Promotions<\/strong><\/li>\n<\/ol>\n\n\n\n

      Next, promotions should target and trigger based on, ideally, the \u201cnext best action\u201d<\/strong> for each individual channel partner. For example, targeting promotions based on voids in a channel partner’s purchase history or complementary products tied to initial purchases.<\/p>\n\n\n\n

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      1. Personalised Communications<\/strong><\/li>\n<\/ol>\n\n\n\n

        Finally, content and communications should target and trigger based on partner-specific profile information such as business type, location, or lifecycle stage to ensure relevance and resonance.<\/p>\n\n\n\n

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        Programme rule structures that create idiosyncratic fit:<\/h3>\n<\/div>\n\n\n\n
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        \n\t\t\t\t\t\t\tTargeted and triggered content and communications\t\t\t\t\t<\/h3>\n\t\t
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        \n\t\t\t\t\t\t\tRewards that align with partner characteristics and preferences\t\t\t\t\t<\/h3>\n\t\t
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        How AI Supercharges Loyalty Personalisation<\/h2>\n\n\n\n

        Knowing that personalisation is critical to a programme\u2019s success, it\u2019s not surprising that many manufacturers are now interested in exploring artificial intelligence to help optimise and automate elements of personalisation throughout loyalty campaigns. However, because AI relies on partner data, many companies are not in a position to effectively use it. This is especially true in the channel loyalty space. The good news is there are other options that allow you to take the first steps and build a path to AI.<\/p>\n\n\n\n

        AI is used in many ways, so it\u2019s important to note that the AI we\u2019re talking about here is the application of advanced computer analysis using techniques that mimic human intelligence to interpret data, determine outcomes, learn from previous interactions, and execute actions. With the ability to scale at massive rates and quickly distil complex variables into simple, applicable formats, AI is an ideal tool for generating fast, accurate personalisation.<\/p>\n\n\n\n

        Example: A Loyalty Programme for Restaurant Owners<\/h3>\n\n\n\n

        Here\u2019s an example of a channel loyalty programme for restaurant owners sponsored by a food service company that shows how to integrate AI into a loyalty programme. In this scenario, AI would identify the \u201cnext best action\u201d or promotion for each individual restaurant based on consideration of a number of different variables:<\/p>\n\n\n\n